NAB 2016: Personalized ads needed as frustration mounts; blockers rise

Google gets into TV dynamic ad spaceLAS VEGAS —Despite a nascent move by U.S. broadcasters and cable networks to start cutting back on commercials during their shows, consumers are showing mounting interest in using ad-blocking technologies.In a study released at the NAB Show here last week, Accenture found that more than 60% of consumers worldwide are aware of several options for blocking TV commercials. Even more ominously for broadcasters, that number jumps to nearly 70% for the next generation of viewers under the age of 24.“Ad blockers are a relatively new threat to the digital advertising industry,” said Gavin Mann,...