73% of Ad Players Cite User Experience as a Major Industry Challenge

IAB report: digital execs focused on obstacles

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The Interactive Advertising Bureau, Kargo and Refinery29 surveyed 283 marketers and media agency executives last month and found that nearly three-quarters (73%) of them believe that user experience needs improvement in digital marketing.

In other words, those players likely believe that digital ads must entail strong, creative work or risk driving consumers to use ad blockers. Smartphone owners who use ad-blocking software jumped by 90 percent in the past year, totaling nearly 420 million around the globe.

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