James Harris , Chief Digital Officer at media company Carat Media , thinks that programmatic is somewhat to blame for the rise of ad - blockers . " Tuff says the industry needs to create better content and embrace native advertising. 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 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 .