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Mobile Ad Experiences Are Often Terrible: Here’s Why There’s Hope

Mobile Ad Experiences Are Often Terrible: Here’s Why There’s Hope

Leaders on both the buy and sell sides express optimism for a mobile advertising future that puts long-term user experience on the priority list.

Advertiser demand for display mobile ad inventory is finally catching up with consumer habits. Display ad spending on mobile is expected reach parity with desktop this year and account for three-quarters of display ad spending by 2019, according to eMarketer. But are users getting left out of the equation?

Interstitials clog slideshows; banners are placed right where your thumb hits the screen to scroll down an article (infuriating); pop-ups with minuscule close buttons placed right next to the button that closes an entire article; weak (or non-existent) disclosures make it nearly impossible to tell if you’re clicking on editorial or branded content. Whether it’s ads plastered all over or clunky formats, consideration for the user experience often seems an afterthought.

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