For Real? 77% of Consumer Feel Guilty About Ad Blocking
One bad apple can spoil the bunch, and one bad advertisement can do the same to the digital ecosystem.
That's the reason many consumers have turned to ad blockers - they're fed up with the virtual bad apples, even though they know that a majority of publishers and advertisers aren't really to blame.
Adtech startup Gladly released its first User Ad Blocking report, compiled from its own ad block and a randomized survey, and revealed that 77 percent of ad blocking users feel guilty about blocking ads. What's more, 52 percent of those users admittedly dislike online ads, but re aware that publishers need ad revenue, and 59 percent turn ad blocking off to support certain sites.
"In the era of personalization, expectations around the quality of content and website design has increased rapidly, and the ad tech industry has failed to follow along," said Groth. "It's time for online advertising to move the focus from volume of impressions, to the quality of user interaction -- and this can only be done by focusing on the user first."