数字“广告灾难”：消费者与行业视角

eyeo Introduction Frank Einecke, CEO, eyeo After more than two decades working intechnology, including nearly 15 years at Google, Ijoined eyeo in May 2022. In this role, Iʼve focusedon a core mission: to turn the web into a more Conversations with friends or family outside of ourindustry often offer a sobering perspective. Typically, Iʼllfind myself at a dinner party, explaining what I do for a living. While Imight expect some confusion about how ad tech actually works, more often, peoplestart unloading, telling me how awful their digital experiences have become—in great Obviously, something has gone amiss in the digital ad realm, and with the implicitbargain that advertisers, publishers and ad tech companies have with consumers. Letʼs be clear here: consumers arenʼt happy. They feel bombarded byflashy or intrusive ads—so much so that navigating the webcan become nearly impossible. You know things have gone wrong when publicationslikeThe Atlanticare writing lengthy essays about an ongoing “adpocalypse,” or when eyeo set out to go beyond the headlines and anecdotes to uncover where consumerstruly stand—and how concerned we, as an industry, should be. To get a clearer picture,we partnered with The Harris Poll and surveyed over 2,000 U.S. internet users this past For instance, among desktop users, online ads were cited by 73% of respondents as anʻextremely, very or somewhat frustratingʼproblem–outranking security (65%) orprivacy (64%). For mobile users—the frustration numbers were even more stark—79% for mobile ads, versus 69% for security and68% for privacy. The research shows thispattern repeated across mobile apps,mobile games, even connected TV. It seems “The fact that more peoplearefar more concernedabout intrusive adsthanabout their personal data That said, weʼre not here to raise alarms orpointfingers. Instead, with Harrisʼhelp, wecreated this whitepaper as a way tohighlight research that offers insights into - Frank Einecke, eyeo perspectives from individuals across the ad spectrum to explore the issues. I encourageyou to read the paper, as I think youʼllfind illuminating perspectives. What becomes About a decade ago, when ad blockingfirst emerged, a series of initiatives andcoalitions were born. Their aim was to improve the quality of digital ads, and better the Despite numerous industry efforts aimed at making ads that are better, more respectfuland more effective, the problem persists, and in many ways, worsened. Resistance to We hope the industryʼs stakeholders take a close look at this research and consider thedirection in which weʼre heading. Consumers are speaking loud and clear. Itʼs our The good news is that the average person seems to understand the tradeoffbetweencontent, services and advertising. Recent research from the IABsupports this, andseveral of Harrisʼfindings indicate that consumers even want to be part of a potential Itʼs worth pointing out that this lack of balance and control isnʼt just alienating users. Itʼsputting businesses at risk. As cookies and other forms of targeting recede, many brandsare thinking twice about investing in the open web. An ever-declining visual There is another way. A recentMAGNA Media Trials studyfound that adfilteringactually leads to more effective campaigns and more receptive audiences. We think there is a strong business case to be made for addressing this issue byenforcing more standards and instituting more restraint. A respected consumer is a Despite the rhetoric, weʼve never fully committed to becoming a truly user-centricindustry. If we donʼt take the lead in shaping the future of digital advertising by puttingconsumersfirst, lawmakers will reshape it for us, potentially in ways that could The time to act is now. And perhaps my future dinner conversations may just let me know if weʼve heeded the The Harris PollIntroduction John Gerzema, CEO, The Harris Poll Earlier this year, eyeo approached us to conductresearch exploring internet usersʼattitudes andexperiences when browsing online. And despiteefforts over the past decade to help improve the Harris works at the forefront of internet and technological trends, surfacing insightsfrom our weekly pulsing of society and identifyingfindings with an expansive list ofmedia, technology and entertainment clients. For instance, in a study of techreputation with Axios, Americans trustfirms that “make things,” but less so social In all, whether B2B or C, technology must be focused on optimizing the userexperience, especially in limiting frustration and disruption within their online adexperience. This new research highlights that, when browsing online, Americansexpress frustration encountering frequent ads that interrupt the browsing experience. A desire for personalization and control is reinforced when compared to comparativelylesser concern about protecting personal and family data – with consumers reportingintrusive ads as a bigger pain point than online security and privac