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Guy Phillipson from IAB: The industry must understand that quality ads are necessary
16 de octubre de 2015
Guy Phillipson, jefe ejecutivo de IAB
According to the UK IAB Chief Executive, Guy Phillipson, nobody likes ads, and the industry (advertisers, agencies, media and other publishers) only makes pages collapse with more and more of them. “This is a call to action” assures Phillipson, in relation to the program that the technology lab is developing, baptized as L.E.A.N. (light, encrypted, ad choice, non-interruptive), to help publishers “clean up” their sites from ads that slow them down and in general, make the navigation experience dreadful.The executive expressed the need for “all the interested parties” to collaborate to define the rules and agree on how to communicate with consumers through “polite messaging” for them to understand the value of the exchange between the information they access and the advertising that supports the websites they navigate. “Advertisers and agencies must understand we need quality contents with quality ads” he warns.He doesn’t share some of the other publishers’ measures to block access to users who have ad-blockers, and advocates consumers choice to deactivate the ad-blocker. “Of course its the publishers right to go down that route, but all research weve done shows consumers dont want to pay for content.
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