Unbound Edition. Meaningful conversations about brand, from Davis Brand Capital.

Agencies and Brands Shrug Off Ad Blocking: ‘This is Not on My Radar’

While publishers scramble to figure out what ad blocking is going to do their businesses, those creating and buying the ads — brands and agencies — couldn’t care less.

RAPP USA chief creative officer Frank Iqbal said that while privacy is something that many in the agency are always discussing, he has never heard clients or brands bring up ad blockers specifically. That’s mostly because brands aren’t feeling the pinch. At least, not yet. With Apple’s announcement that the new iOS operating system will support ad blockers, Iqbal said he expects brands to sit up and pay attention.

One brand exec who did not want to be named said she hasn’t been thinking about the ad blocker issue much at all. But she predicts that other options, like revenue share and affiliate options on ads, may become more important in the future, and ad blocking will speed up that process.

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