How Interest Groups Will Improve the Quality of Mobile Content and Ads

Flipboard CEO McCue sees tech only driving change so far

After a year plagued by fake news and poor user experience on the mobile Web, Mike McCue, CEO of Flipboard, is focused on the ways tech—and audiences—can elevate the quality of advertising and content placements.

"Ads are being forced on viewers, and that's creating a really bad experience on the mobile web," said McCue in an interview with Adweek Wednesday at CES 2017 in Las Vegas. "It's incredibly easy to get caught up in places organized around link bait, diet ads and fake news."

McCue predicted technology will help organize and distribute both premium content and ad placements. He added that groups of people with the same interests, like snowboarding or financial planning, will create a far superior environment going forward than algorithms, analytics or targeting will.