I understand both sides. In the end banner and interstitial ads need to either get better or publishers need to find another revenue model (happening already).

I understand both sides. In the end banner and interstitial ads need to either get better or publishers need to find another revenue model (happening already). With the rise of programmatic and more layers between publishers and brands we’ll just get shittier ads with worse targeting. IMHO banner ads are a relic from the print era where publishers had monopolies of distribution (because of substantial distribution cost and cost of entry) and could get away with some holy split between editorial and advertising. I’m not saying the internet erases those boundaries, but the culture around this division is fading (see BuzzFeed). In the near future I see massive consolidation around native and data (scenario: why wouldn’t NYTimes or whoever be better off publishing under the BuzzFeed tech which is lightyears ahead and generates real revenue by sharing DATA with advertisers not a banner-sidebar/interstitial?). Sorry, hijacking the conversation into a slightly different direction. I use adblock. If you want to discuss at more length email me jokull@solberg.is