Ron McElfresh writing for McSolo on the problem everyone faces with online advertising and ad blockers.
The problem here is complex. Websites need advertising revenue to exist. Without it, they won’t. Witness MacNN’s demise earlier this year; just one among many. Across the board, advertising revenue has dropped for most websites; every year for many years. Readers dismiss ads, skip ads, ignore ads, and block ads. To combat that trend, publishers have added even more advertisements and increased the tracking scripts which help to offset lost revenue.
See the problem? It’s a downward spiral with no end in sight. More ads begets more blockers which reduces ad revenue which begets more ads.
The solution is responsible and appropriate advertising.
There needs to be a better way; a win-win situation where websites, readers, and advertisers can peacefully coexist to everyone’s benefit. That scenario has yet to arrive but some are taking proper steps to move in that direction. My site, McSolo, removed ad trackers earlier this year. All of them. No cookies. No ad trackers. No tracking scripts. Instead, I opted for a single display advertisement mixed with some subtle but more effective– because there is less visual competition– text ads.