I wrote this opinion piece for Mobile Marketer / Luxury Daily back in 2016. I was focused at the time on how the mobile ad user experience needed to up its game (pun intended) in order to content with the growing use of ad blockers (especially on mobile).
What I think:
I’ve always been a big believer that mobile ads require an even deeper understanding of context in order to succeed. They need to work harder to deliver value exchange between advertiser and audience. Further, the UX is still largely driven by the quality of the environment created by the publisher. I’m posting this today because the same themes seem even more (or still) relevant as Google Chrome roles out the Chrome Ad Filter. I’m still a big believer in publishers benefiting from a healthy scarcity. They can control the supply, the scarcity, and therefore affect the perceived value of inventory. This is still true. The more things change the more they stay the same.
