Research Article
Ad-Blocking Threats on Online Advertising
@INPROCEEDINGS{10.4108/eai.6-11-2019.2297269, author={Riris Endah Respati and Irwansyah Irwansyah}, title={Ad-Blocking Threats on Online Advertising}, proceedings={Proceedings of 3rd International Conference on Strategic and Global Studies, ICSGS 2019, 6-7 November 2019, Sari Pacific, Jakarta, Indonesia}, publisher={EAI}, proceedings_a={ICSGS}, year={2020}, month={11}, keywords={advertising ad-blocking industry threat}, doi={10.4108/eai.6-11-2019.2297269} }- Riris Endah Respati
Irwansyah Irwansyah
Year: 2020
Ad-Blocking Threats on Online Advertising
ICSGS
EAI
DOI: 10.4108/eai.6-11-2019.2297269
Abstract
Ad-blocking is the act of the user consciously avoiding online advertising by installing a computer program that can automatically block ads. If there is no advertisement displayed on a website, there is no revenue from online advertising. In 2016, estimated global loss from the use of ad-blocking was $1.4 billion. The purpose of this research is to provide input to the advertisers about the threat of ad-blocking by using a qualitative approach with a desk review method. Several ways for advertisers, publishers, and ad networks to face ad-block is to ask website visitors to turn off ad-blocking extensions, put their websites in the white list, or disguise ad. If the online advertising world wants to succeed in fighting ad-blocking, they need to create advertisements that not disrupt users' convenience, switch to electronic word of mouth, or advertise through endorse on social media such as Instagram, Twitter, or YouTube.
