Ad Blocking Drives Need for Contextual Targeting

Ad blocking has gained wide consumer acceptance over the past couple of years and a PageFair report suggests it could be costing web-based businesses hundreds of thousands of dollars in lost advertising revenue. In some instances, ad blocking negatively impacted a select number of websites so much they are no longer online. With the use of ad blocking software on the rise, there exists a significant requirement by the ad-tech market to make the most of those actual ad placements that make the cut. In other words, it’s more important than ever for ad units to be in-context with content on web pages, no matter how deep within a website the placements land.