As the digital advertising landscape continues to evolve, advertisers and publishers face growing challenges—and opportunities. Consumers are increasingly turning to ad blockers and opting out of intrusive ad experiences, forcing the industry to rethink its approach. But with every challenge comes a chance for innovation. Our VP of Digital Content and AI, sat down with Neal Thurman, Director of the Coalition for Better Ads, to explore how the industry can create more engaging, user-friendly ad experiences while navigating the complexities of brand safety.
Here are some of the key takeaways from their discussion and what they mean for the future of digital advertising.
The ad blocker challenge: A call for better standards
A decade ago the ad industry faced a significant challenge: consumers were growing increasingly frustrated with the digital ads they were being served. This frustration led to the widespread adoption of ad blockers, with millions of users effectively “opting out” of the digital advertising ecosystem. This wasn’t just a minor inconvenience for advertisers—it was a major wake-up call for the industry.
“If you get a signal from your consumers that there’s a problem, you need to start reacting to it.”
What consumers want: Less intrusive, more relevant ads
Consumers dislike ads that disrupt their online experience. Intrusive formats like pop-ups, flashing ads, or overly invasive units tend to drive users away. However, the research also offers a silver lining: consumers are more willing to engage with ad formats like pre-roll videos and opt-in units that provide a choice.
For advertisers and publishers, this signals a necessary shift in strategy. Instead of relying on aggressive, interruptive ads, there’s a growing need to create contextually relevant, user-friendly content. By aligning with consumer preferences, brands can not only boost engagement but also reduce the likelihood of users turning to ad blockers.
“Consumers have different expectations depending on the medium, but the trend is clear: the less intrusive and more relevant the ad, the better.“
Less can me more: Putting the theory into practice
By prioritizing user experience and delivering ads that seamlessly integrate into the digital journey, publishers can enhance the effectiveness of their ad units and build stronger relationships with both consumers and advertisers.
German publisher Burda chose to reduce the number of ads on its site to improve the user experience. The results were remarkable: Burda cut its ad inventory by 20%, yet saw a 25% increase in revenue within just 12 months.
The takeaway is clear: focusing on fewer, high-quality, contextually relevant ads drives better engagement and can ultimately lead to higher revenue. Publishers who prioritize this approach will benefit from stronger audience relationships and improved ad performance.
“The bet was that fewer, less intrusive ads would create more value for marketers—and it paid off.”
What this means for the future of digital advertising
As digital advertising evolves, so must the strategies of advertisers and publishers – user experience must come first. Whether it’s improving ad standards to meet consumer expectations, ensuring brand safety during politically charged times, or adopting new ad formats that align with user preferences, the future of digital advertising will be built on trust, transparency, and relevance.
Here’s what you can do to stay ahead:
– Focus on consumer preferences: Use insights from the Coalition for Better Ads and similar organizations to create ad experiences that consumers will engage with rather than avoid.
– Prioritize brand safety: Ensure your ads appear in quality environments that align with your brand values, especially during sensitive periods like election cycles.
– Adopt fewer, higher-quality ad units: Embrace the “less is more” approach by serving fewer ads but making sure they are more relevant and less intrusive to users.
By adopting these strategies, advertisers and publishers can not only enhance user experience but also drive better performance and long-term growth.
Final thoughts
The future of digital advertising is bright, but it requires a shift in mindset. Advertisers and publishers need to embrace new standards, focus on the user experience, and ensure that their brands are safe in the ever-evolving digital ecosystem.
Make sure to listen to the full podcast for even more insights from Tim Glomb and Neal Thurman on how you can navigate the future of digital ads successfully.
To learn more on how you can build more meaningful, mutually-beneficial relationships with consumers, check out our Performance Marketing Guide, packed with actionable solutions to generate revenue by leveraging owned channels at scale.