The use of ad - blocking software has reportedly increased by 82 % in the UK in the past year alone . Considering how difficult it is to convince users to turn off ad - blocking once they are installed , this article suggests that to help combat the ad - blocking problem , marketers should focus on using technology to deliver a personalised experience . (c)iStock.com/BrianAJackson Using data to create more personalised experiences in the world of marketing is nothing new, but the avenues we have to explore, especially within content, are constantly changing. 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 content by 2020 , in the push to provide content that is relevant to culture , context , location , gender and age .
The use of ad - blocking software has reportedly increased by 82 % in the UK in the past year alone . Considering how difficult it is to convince users to turn off ad - blocking once they are installed , this article suggests that to help combat the ad - blocking problem , marketers should focus on using technology to deliver a personalised experience . 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 content by 2020 , in the push to provide content that is relevant to culture , context , location , gender and age .