If consumers are revolting against advertising because ad-tech has been too aggressive, why would anyone trust ad-tech to clean up the mess?

That seems to be the rationale at AOL, whose content division is now taking a stronger role in making ad formats that don’t piss off its readers and viewers.

“People are pushing back – we’re taking that very seriously on the AOL side,” AOL content and consumer brands EVP and president Jimmy Maymann reveals in this video interview with Beet.TV.

This video part of “Beyond the Pre-Roll: the Transformation of Video Advertising,” a series produced at Cannes Lion 2016, sponsored by ConvertMedia.