MERCADEO Versión en español
Eric Tourtel of Teads: Platforms must avoid using intrusive formats to avoid ad blockers demand
8 de octubre de 2015
Tourtel espera que otros actores de la industria se sumen a la iniciativa social Advertising Matters de Teads
For Eric Tourtel, SVP LatAm at Teads, ad blockers are a problem for everyone, both for publishers and users, and using that type of software is the same as going to a newsstand to buy a magazine and not paying for it. “It is piracy and thus all platforms are threatened” he said to PRODU. Tourtel warned that platforms must avoid using intrusive formats adspop-ups and pre-rolls- and limit companies to upload pixels into their web-sites, keeping only those that are really necessary due to inputs or data that can be monetized. “As a general rule, they should understand the clear message sent by internet-users: theyre unwilling of being abused by advertising companies. People are prone to love you more if you dont disturb them, and in that point is where they should aim: engage, do not enrage.” About Teads social initiative Advertising Matters, Tourtel hopes that others in the industry join this campaign, because he considers that the whole digital content industry is in danger.” He explained that the ad blockers business model is to offer unblocking to those who pay. “This should encourage communication media to act swiftly. But there is the risk that changes occur when its too late: platforms arent still prepared to work with subscriptions.”
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