Let’s explore how digital advertising can evolve to better encompass user needs.
The Next Stage of Digital Media
Traditional ad tech relies on publishers and marketers. But even as digital media continues to change, ad tech also needs to also adapt. In a Medium post on how digital advertising can evolve from the rejection of ad blocking, Todd Garland writes that a key part in ad blocking comes because “people will always opt-out of things they hate. And they hate the current edition of advertising online”. He writes: Users have become weary of advertising because of reports of being vulnerable to malicious malware and pop ups. Ad blocking is a natural response against the current state of ad tech’s rejection of adaptability. So how can we turn that around?
How Ad Tech Needs to Change
For ad tech to remain relevant and accepted by users, it needs to be remodeled to better address user needs. Social media has been incorporating platform-specific features that introduce ad tech without disrupting users’ experiences on the platforms. This could directly translate to the rest of the Internet. And as Garland writes: Ad tech may need to examine its adaptability, and by doing so, it can better address users’ concerns and create an industry that better incorporates user desires and keeping company growth at the forefront. After all, the costumer is always right, whether they’re telling you what they want or not. Image via Pexels
