So what can we do? The use of ad-blocking software has reportedly increased by 82% in the UK in the past year alone. In a report published on Wednesday, the British Library said that it had seen an increase in people using ad blockers to block unwanted ads and trackers. New start-ups such as People.io are taking this route, enabling consumers to control the data that they give to marketers in return for more tailored ads. Marketers are expected to allocate over 50% of digital advertising spend to native advertising by 2020, in the push to provide content that is relevant to time, context, location, gender and age.
The use of ad-blocking software has reportedly increased by 82% in the UK in the past year alone. In a report published on Wednesday, the British Library said that it had seen an increase in people using ad blockers to block unwanted ads and trackers. New start-ups such as People.io are taking this route, enabling consumers to control the data that they give to marketers in return for more tailored ads. Marketers are expected to allocate over 50% of digital advertising spend to native advertising by 2020, in the push to provide content that is relevant to time, context, location, gender and age.