There is no doubt that digital advertising has been the fuel that’s powered the free web. It provides publishers with funding to create high-quality content, which is made available freely to users across the world at the small price of having to view ads.
However, as ads became ubiquitous and often intrusive, some users decided they’d had enough and turned to ad blockers, unknowingly crippling publishers’ revenue streams. In the long run, lower ad revenue will limit publishers’ resources, leading to less or lower-quality content — a disadvantageous outcome for users, publishers and brands alike.
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