James Harris , Chief Digital Officer at media company Carat Media , thinks that programmatic is somewhat to blame for the rise of ad - blockers . " The industry needs to embrace ad - blocking as a signal that mobile display , pre - roll video and other types of ad blocking are broken , " said Chris Tuff , EVP and Director of Partnerships at agency 22squared . The nature of programmatic is that it tries to reach as many people with ads as possible , the consequence is that it has pushed the industry back to the days of pop - up advertisements and contributed to the rise of ad - blocking .
James Harris, Chief Digital Officer at media agency Carat Global, thinks that programmatic is somewhat to blame for the rise of ad-blockers. "The industry needs to embrace ad-blocking as a signal that mobile display, pre-roll video and other types of ad units are broken," said Chris Tuff, EVP and Director of Partnerships at agency 22squared. The nature of programmatic means that it tries to hit as many people with ads as possible, the consequence is that it has pushed the industry back to the days of pop-up advertisements and contributed to the rise of ad-blockers.