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  1. This is another example of how the ad industry still doesn’t get it.

    1) “Initiate conversation” – one reason users block ads is because they are a distraction from what the user is doing. Users don’t want to have a conversation with advertisers while they’re doing something more important. And they will always (in their mind) being doing something more important. And isn’t the emotional content of most ads proof not even the ad industry thinks you can appeal to readers with reason.

    2) “equitable exchange” – a key reason users block ads is because they don’t believe there is an equitable exchange of value. The widespread use of hidden tracking, user profiling, and unwelcome personalization means users now think the exchange is unfair, that advertisers get much more value than users. See point 1 – ads are percieved as of no value to users.

    3) “lift restrictions” based on consumer choice. This means – force consumers to remove ad blocking or deny access to content. The competition is only a click away, so this will only hurt publishers. No one beleives any single site has unique content except that site’s owner. They are always wrong, there’s always a viable alternative.

    The main argument is that ads are the only way to support free content. Consumers either don’t believe it or don’t care. They are convinced that if ads ceased, clever businesses would find another way of making money. In addition, with so much content on the web, they are convinced there will always be alternatives.

    The ad industry should recognise no one would go to the effort of blocking ads if the ads themselves weren’t the problem. Ad blocking is a response to decades of truely aweful online ad practice and consumer exploitation. Advertisers should stop creating ads which alienate consumers and should adopt respectable and open data policies. Only when the ad industry starts respecting public opinion and acting in an open and honest manner, does it have any chance of changing public opinion. The industry needs to address the real consumer concerns – that online advertising is brutal, dishonest, and has no respect for consumers. Consumers will never see advertising the same way as the ad industry. Good advertisers understand how consumer’s think, but on this issue, it seems determined to avoid understanding them at all.

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