So much for blending in. While the online ad industry falls deeper in love with native ads that fade into the background of Web pages, consumers prefer ads that get in their face by taking over their computer screens.
Call them crazy, but advertisers want to make sure people can see their online ads. Yet the industry isn’t quite ready to meet that requirement. And that’s a big problem. Indeed, as the industry wrestles with how to make sure its ads are actually viewable, the prolonged debate is wreaking havoc on the marketplace.