Forrester Analyst Susan Bidel: Marketer Lessons From The Ad-Blocking Trend | AdExchanger

The ad industry’s collective hand wringing over ad blocking reached a fever pitch in September during Advertising Week in New York City.

In reality, however, it’s far from a block apocalypse. Ad blocking isn’t new, having existed on desktop for years before Apple’s iOS 9 update turned it into an inescapable topic of discussion.

But that doesn’t mean ad blocking isn’t a wake-up call, said Forrester senior analyst Susan Bidel.

“If consumers become aware of the fact that they’re sacrificing their data plans and spending money to see ads they don’t even want to see in the first place – ads that are too heavy, too data rich and that slow down performance – that’s the worst possible scenario for any publisher,” said Bidel, referring to a recent article in which The New York Times tested the mobile sites of 50 popular publishers with and without ad blockers enabled.

 

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