In a statement released earlier in the week, the World Federation of online advertising finally admit that the strategy used by the advertising industry on the web is not good and that it acted to the detriment of users. A statement that takes the form of a mea culpa which the IAB is not customary.
Online advertising must evolve
The online advertising industry would -it realize that nothing works in this sector? Too many invasive advertising, too many targeting all over the net. The arrival of iOS on advertisements blockers have been the trigger and pushing the global federation of online advertising to react. Using advertisements blockers by 300 million people could endanger the balance of the Internet. “ Advertising on the Web has served as the foundation for an economy that even today helps support a free and democratic web “, says the IAB but that advertisements do many live web players, their proliferation has “ slow web access and well drained batteries ” and “ tested the patience ” Internet. “ We planted “, summed Scott Cunningham who is in charge of technology and operations within the IAB.
A new standard is born
The IAB says it is working to set a new standard for online advertisements that will be “ light, encrypted, consensual and non-intrusive “, both on PC and mobile. These criteria are reminiscent of those set up by Adblock Plus, a leading ad blockers, who speaks of “acceptable ads”. Some ads are not blocked if they meet the rules (not intrusive, annoying not reading, no pop-ups, etc.). Only advertisers who want to appear in the white list must pay “technical costs”.
So we should see in the months to come to an evolution of Internet advertising that will benefit once in Internet user.
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