DigitasLBi's Paul Dalton on how ad blocking will push brands towards native and experimental ad formats

By Staff Writer

The rise in ad blocking is a response to the industry’s own bad behaviour and will force brands to experiment with new formats this year, according to DigitasLBi’s chief media officer Paul Dalton.

He said the increasing prevalence of ad blockers could push clients towards native formats, where brands style themselves as providing value to consumers instead of giving them the hard sell.

“If you look at what consumers say when they talk about why they install ad blockers, it’s generally centred around Read full story ›

Source: The Drum