Watch David Pemsel, CEO of the Guardian Media Group, deliver the opening welcome at the Changing Media Summit 2016.
He argued that the media industry is partially to blame for the rise of adblockers. As algorithms have prized the individual, not the context, the cost of impressions has been driven down. This puts pressure on the revenues of publishers, who then load their ad pages. This ultimately creates a bad user experience, leading to adblocking.
He believes that advertising, mobile networks and publishers are all complicit in the erosion of quality environments. Great advertising should exist in great environments, but this is currently lost.
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