Matt Stockbridge, the analytics manager at Mondelez, told the Newsworks’ Shift 2016 conference today that the maker of Cadburys' Dairy Milk and Crème Eggs did not fear ad-blocking.
Asking rhetorically if it was having an effect, he told the audience: "No, not really."
Although Stockbridge acknowledged ad-blocking is a problem for the wider industry, he felt that Mondelez’s brands could flourish because "we are trying to create content that people want to interact with" and share on social media. "Most of the time, we are talking about chocolate. How difficult can it be?"
He added: "It might not be a very popular view, but we’d probably welcome a bit of ad-blocking if the content we are creating then rises up to the surface and all that horrible stuff stays lower, so we get bigger share of voice or face."
Stockbridge said he thought ad-blocking would drop down the agenda in due course as the industry found ways to manage the problem.