What Can Fix the Broken Digital Ad Model?
Digital advertising is still in its relative infancy, primarily fronted with 40KB ad units that consumers can choose to click or ignore, but rarely engage with.
And while we continue to make them more relevant with data-backed buys such as Search Retargeting, consumers still see plenty of ads that are meaningless to them. The irritation reaches its peak for me with the :15 or :30 pre-roll video ad units - and my frustration is so high that when I ran an agency media team I (rightfully or wrongfully) refused to subject consumers to these pre-rolls that prevented them from getting to their content.
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