The Time For Blaming Ad Block Users Is Over
Todd Garland

Personally, I started using an adblocker when the ads started crashing my computer on some pages and on others resulted in over a minute of load time (all the time, not once in a while when there is a lot of network traffic) on a page that should have popped up in under a second. I actually opt in to a few ads on pages that I value, but only as many as my system can support.

My system is not a top-notch gaming supermachine, but it isn’t ancient either. Middle grade laptop, 3–4 years old, on a standard cable-based connection. Unless the product is high-end tech, if my system can’t load your ad, you are missing significant target market.

The idea that every ad needs to be a cinematic masterpiece reflects the arrogance and disconnectedness of the advertising industry.

I actually do occasionally buy stuff that I found out about via online ads. But not ads that annoy me. An unobtrusive ad that is targeted to my interests will get results from me.

A cinematic masterpiece just tells me the vendor has money to waste.

But before that cinematic masterpiece with the high def video and booming sound has a chance to load, there is all the overhead. Sit there and watch the little status messages on the bottom of the browser on a consumer-grade computer on a consumer-grade connection sometime. Connecting to this, connecting to that. Not much loading, because each chunk of data isn’t big, but there are just so many of them, on different servers that have cryptic names and take forever to connect. I wonder how many times a client pays for an imprint that consisted of some tracking service recording the hit followed by the next tracking server in the chain being so slow the viewer bailed before the ad (much less the content) even began to load.

As a former business owner, I’ve come to loathe advertising from both ends. Agencies basically refuse to handle (much less put together) a sane ad campaign. It has to be


or they just don’t want to touch it. Also it has to almost, but not quite, show boobs. Which does not work with the demographic I was targeting. At all.

Ever wonder how Google makes so much money on boring little text-only ads that they don’t charge much for?

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