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The Future of Advertising is ‘Fewer, Better Ads’

For more than a decade, the online advertising world has been dominated by “display ads” served up to consumers alongside web content, search results or social media posts. But they’re not the only game in town, one digital ad exec says.

“I think the advertising world, going forward, is going to be filled with fewer, better ads,” Deep Focus CEO Ian Schafer said on the latest episode of Recode Media with Peter Kafka. “The display advertising market is going to crater.”

“By giving away stuff for free for so long, we’ve created an ad economy that is bigger than it should be,” he added.

Schafer says there’s a untapped value in “nonstandard” ads, meaning branded content and other forms of advertising on platforms such as Snapchat, Musical.ly, WeHeartIt and Imgur. 

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