We all have to take responsibility when tackling ad blocking, according to Yahoo
Dora Michail, senior director audience solutions EMEA at Yahoo, is taking a refreshing stance on the issue of ad blocking with a belief that the onus is on the entire industry, and not just advertisers, to address it.
In contrast to the likes of Trinity Mirror’s group marketing director Zoe Harris, who argued that the problem could be solved by brands creating “likeable” advertising, Michail said: "I think it’s very much incumbent on us as an industry to solve it together.
"We all have to take responsibility - the sell side, the buy side - to ensure that we’re giving consumers what they want. We have to be responsible - as publishers, we have to make sure we’re serving good advertising, as advertisers we have to make sure that we’re taking responsibility for what we’re putting in front of our consumers."
She added: "As an industry, if we can get behind that solution then some of the more nefarious things that publishers might be doing or advertisers might be doing will go away.”
Earlier this week Michail spoke on a panel entitled The Programmatic Evolution at Advertising Week Europe. She told The Drum the session threw up questions on the challenges involved in understanding the fragmented habits of consumers, and confirmed Yahoo’s “huge amount” of investment in programmatic technology.
Advertising Week Europe is taking place at London’s Picturehouse Central and around Piccadilly until 21 April. Keep an eye on our dedicated hub for all the breaking news from the event, and watch for The Drum's daily recaps with iCrossing.
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