ANALYTICAL VIEW OF THE CURRENT ISSUE OF USING ONLINE AD BLOCKING TOOLS
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
Abstract
The goal of this article is to approach the current situation regarding the use of Internet advertising blocking tools. In the introduction, we focus on basic theoretical backgrounds to clarify key concepts related to Internet advertising and its individual areas. Based on analyzes and studies dealing with the use of Ad-block tools, the article’s attention is primarily devoted to describing the current global trends in this area. Our goal is to draw attention to the importance of the sphere in this analysis, as with the growth of many ad formats in the Internet environment, large emerging markets are becoming the driving forces behind the rapid growth of Ad-block tools, which also has a negative impact on the advertising industry.
Authors and Affiliations
Mária Oleárová, Jakub Horváth
Keywords
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