At Europe’s biggest digital marketing conference Dmexco, The Drum is catching up with thought leaders from across the industry to discover the biggest issues facing brands, agencies and publishers today.
The future of advertising online will be found in creative that is not designed to win awards but simply to improve the customer experience online, according to Dr Johnny Ryan, chief of one of the companies at the heart of the ad blocking debate, PageFair.
Ad blocking has fast become one of the hottest industry topics and is a big theme at this year’s Dmexco. Dr Ryan believes the hype surrounding the issue is obscuring the real underlying problems in an industry that has left the consumer’s best interests behind in the rush for ad revenue.
He calls for a cross-industry publisher-led fightback to protect the interests of consumers in developing Advertising 2.0.