Following the recent IAB Global Summit in New York national IABs agreed to collaborate across continents in respect of a global strategy in response to ad blocking. IAB Europe has set up an Ad Blocking taskforce, Suzanne McElligott is a member of the taskforce and will report back via IAB Ireland on agreed actions across ad serving guidelines and standards, ad quality management as well as consumer education on the role of digital advertising.
The first meeting of the pan European taskforce takes place in October. Commenting on her involvement in the taskforce Suzanne said ” Ad blocking is an issue which has serious implcations for everyone in the digital advertising industry, from brands to publishers, from agencies to networks. A joined up global strategy is essential to address ad blocking. A key piece of work is around educating consumers as to the pivotal role advertising plays in the funding of free digital content, according to Nielsen US users on average consume content on 85 websites p/a. David Morris Chariman, IAB US, speaking at IAB MIXX declared that the annual cost of this free content without digital advertising support would be at a minimum $2,000 per user (US Market). This is a powerful message that we need to communicate globally”.