Michael Lehman is VP of Supply, North America for TripleLift – the leading programmatic platform for native advertising.
Adblocker adoption has been on the rise for a few years, creating considerable operational and revenue challenges for publishers. However, Chrome’s new adblocker specifically targets highly interruptive, intrusive ads. As such, TripleLift believes that over time there will be more pros than cons in store with Google’s new implementation of Chrome’s ad blocker:
Positive Effects:
- Improved consumer sentiment towards digital advertising
- Overall reduction in the use of Adblockers
- Performance of remaining, respectful ads will improve traffic
- Increased industry-wide investment in respectful ads
