Clicks Lie: Buy Ads Where Quality Is or Be Blocked
The ad options are moot if consumers block them. West emphasizes that Apple already allows “content blocking” in its mobile Safari browser. But Apple isn’t the first to take a bite out of ads. “In 2014, 41 percent of 18-to-29 year olds polled by the anti-ad blocking company PageFair said they used ad blockers,” he says.
So for now, marketers still do have the option of buying native ads from publishers because they aren’t yet being blocked, West says.
With performance levels that are 3.5 times that of Upworthy’s original content last year, some marketers may believe native ads are a worthy choice.
— Contently (@contently) November 5, 2015
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