March 9, 2016 | Business | by Xavi Beumala

Who Controls the Mobile Web?

Ad blocking has been a much talked about topic amongst publishers, users, and even regulators. On one hand mobile users dislike unwanted, intrusive ads that pop up on their phone and chew up their data plans; however, users are consuming free content that is paid for via these same ads – ads that fuel a publishers’ bottom line.

In a recent article in the Guardian, Emily Steel raises an interesting point – she mentions that with the increase in mobile traffic the discussion of ad blocking also touches on the issue of who actually controls or regulates the news or the even broader question of who controls access to the mobile web? This question can be asked because some publications like the Washington Post have been trying out different responses to visitors that have been using ad blocking software in an effort to reclaim lost revenue. Some of these responses have been asking users to subscribe to a newsletter or better yet disable ad blocking software in order to read content from the publication.

So what can be done to both rightly pay for a service mobile web users are consuming and at the same time optimizes the user experience?

The key is make the user experience a top priority. There are multiple approaches to mobile advertising in general that could make ads more advantageous to the user. Firstly, ad targeting techniques that personalize ads to the user could make users appreciate receiving the ad and see it as much less intrusive. Ad targeting should get down to the individual and understand each unique user habit on the mobile web from the time of day the ad is served to the product that is advertised. Users want ads to reflect their needs, their personality, and who they are.

Another method to enhance the user experience it to present less ad impressions at a higher ad space rate. Less ad impressions will certainly improve the user experience and choosing an ad to place based on price rather than inventory will also ensure that the publisher is maximizing ad profit.

In fact to address this very topic, Marfeel announced a new SSP model that leverages the wide variety of Marfeel customers and the platform’s extensive access to advertising data, profiling both users and advertisers for pricing models to do just that – ensure that publishers get the best pricing models for ads and minimize the amount of ad noise that users receive.

So while the answer to who controls the mobile web may not be answered immediately or perhaps at all – there is certainly a happier medium that can be used to bridge the advertising gap between publishers and users. When the user experience is optimized there will be less desire to block ads.

Are you providing an optimized user experience to your mobile readers while maximizing ad revenues? Speak to the Marfeel team to learn how this can easily be done, though our platform: hello@marfeel.com