For all the complaining publishers do about tech platforms, they often turn to tech giants to save them from themselves.

Look no further than the crisis of user experience. Hard-up publishers are loading pages down with autoplay video ads and all manner of intrusions and annoyances. And in 2018, tech giants are going to restore order, led by Google, which will release an “ad-filtering” version of Chrome in 2018. This follows Apple’s move against ad targeting in the autumn of 2017. The message: Get on board or get blocked.

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