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Randall Rothenberg from IAB: To combat adblocking we need a massive change of behavior in the industry
Manuela Walfenzao| 30 de junio de 2016
Randall Rothenberg, President and CEO of the Interactive Advertising Bureau (IAB), attended the Cannes Lions Festival with the mission of speaking with advertisers and digital creatives to talk about creativity. “There is a odd anomaly in the evolution of digital advertising, because it is a child of technology. The result is that it has been oriented around systems and processes, rather than the aesthetics and words and ideas that captivate our hearts and minds and allow brands to change consumer behavior” said Rothenberg. The CEO pointed out that this dependence on technology has become a problem that has translated in adblocking. Rothenberg is convinced that the way to combat this problem is through creativity.In a lecture titled Block you: Why world-class creativity will obliterate ad blocking; Rothenberg, together with Mark Thompson, President and CEO of the New York Times and Jess Greenwood, VP of Content at R/GA; put forward that a massive change in the industry is required to combat this. “This way we will have the moral authority to ask people not to use adblockers” said the President of the IAB to conclude.
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