Ad-blockers are a stick to beat digital with, says Twitter's Dara Nasr

Ad-blocking is used to "beat" digital advertising, according to Twitter's UK managing director Dara Nasr.

Speaking at IAB Engage 2016, Nasr said ad-blocking simply made consumers' decision not to engage with advertising measurable.

"Ad-blockers have been around for years - in the past, they were called eyes," he said. "If you didn't want to watch an ad on TV, you didn't watch the ad, you changed the channel."

He said: "You've just got a way of measuring it, and that gets you to beat us up."

Nasr quipped that the former managing director of AOL, Hamish Nicklin, had "gone to newspapers" because he was "so depressed" about it. 

Speaking to Campaign, Nasr praised the IAB's Lean ad standards, designed to improve digital advertising and counteract ad-blockers.

He said the industry should be celebrating digital as a medium. "It's the biggest medium for a reason, and we should be celebrating that more and more," he said.

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