The way we collect, collate and analyse the data that informs the way we all go about our online advertising business has been seriously threatened. But we all knew that. And despite Ed Vaizey's vaguely reassuring but nebulous murmurings about modifying (or ignoring) the Euro guidelines, there is genuine worry sweeping through digitalopolis.
But that's only a teeny-tiny problem compared to another lurking threat to our digi-dream future. Adblocker.
Yup, it's here. And it's the most popular 'extension' to Safari. By miles. It wipes out every pixel of every display ad. From the tiniest button, to the most sophisticated re-targeted-fancy-pants-rich-media-interactive extravaganza. OK, it's not widely known about yet but it works and is free for anybody who wants it. And it's only a matter of time before other browsers get their own versions. And, let's be honest, search engines and browsers alike will be powerless to stop folk getting their hands on it.
So, it becomes irrelevant that we may not be able to use Google Analytics or come up with hyper-sophisticated behavioral targeting. If people can turn off our ads, we're screwed.
Now I'm sure the multi-billion dollar online display business won't just lay down and let this happen, but the threat is very real. Imagine a function that lets us cut the commercials from live TV. Or 'banish' ads from printed media. Or wipe out outdoor. Who wouldn't give it a thought? Despite the world being a much less vibrant and creative place without advertising, we know given the chance, people would and could do without it.
But with opting out of cookies and developments like Adblocker, the control is being handed to the consumers. Ironically, you could call it true co-creation (well, co-destruction).
Maybe it looks like print is worth 'going long' on.
God bless the Heidelberg.
Amen.
No comments:
Post a Comment