People found a way to avoid publicity.

The first signals of an imminent change already started a year or two ago, but only now this issue raised high concerns in the media.
Numbers are pretty concludent: 198 mil people use softwares and applications that block publicity and online ads.
Adblock Plus, Purify, Peace, Blockr are just a few blockers. They spread out like mushrooms and only this year the damage that they caused is estimated around 22 billion dollars.
The final blow was given by the new iOS9 from Apple that friendly supports the ad­blockers. The downloads of these apps are lifted up to the top of the charts.
Years ago, this area where the banner, pre roll, pop up and adds invaded our web experience was untouchable and now has become the tip of the iceberg of a revolution that makes everyone tremble, mostly the field workers.
On one hand net users praise the victory but on the other the web space sells you Xanax drops as donuts.


spongebob google meme


The question is: if people were to be given the liberty not to be constantly assaulted by publicity, how the sellers will find their buyers?
The Interruption Marketing doesn’t work anymore. The alternative has many names like Native Advertising , not censored, being an unaltered context of the website or the Influencer Marketing, that magic game where you believe you’re reading an article on a tragic issue of the ad blockers when in fact the real purpose is to determine you to download it, or even worse, block you instantly using blocking softwares in browsers.
Whatever the solution is, the battle between seller and buyer has already started. A bunch of angry emancipated consumers made a sort of “Manifesto of the Acceptable Advertising”. This is a voice that seems to make a lot of noise already, “The web experience is mine and I will handle it as I please.”


There are two clear conclusions drawn from this situation:
1 – The websites gain money out of publicity. Publicity brings with it revenues. The revenues pay the workers, moreover if they do a quality work. Let’s face reality: no publicity, no quality.
2 – “The problem is not publicity, but the bad publicity, one said once. If people who work in the field want to keep doing the same things over they will have to figure out an alternative way selling junk all the time l. A non­invasive or annoying way, but one that can prove more attractive . This will inevitably lead towards a positive evolution. Barriers will fall down.
And this is always a good sign.