Making web pages that don’t hate ads

Is this possible?

We were talking at one of our strategy team lunches last week about how web pages are designed to receive ads like an after-thought. They set ads up for failure from the start because ads are treated as either interruptions or as unimportant. But the reality is that the advertising model is still one of the most viable to keep publishing on the web going. So why not design pages in a way where ads are not there to annoy but rather to complement?

I am not sure what I mean exactly but with millions installing ad blockers and websites having to beg users to allow ads because otherwise they will have to stop pushing new content, we are clearly at a standstill. No good can come of this. Advertisers will HAVE to learn to make polite ads but web pages also need to be rethought.

And it’s not because I work in advertising, but mostly because so far, nobody has managed to propose an alternate viable model.

Digital Strategist. The Internet will save the world (pending verification). Views expressed here are my own/should not be construed as coming from my employer.

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