Ad blocking should not be seen as a threat to the industry – in fact, it is the “greatest opportunity” in global marketing right now, according to Truffle Pig chief executive Alexander Jutkowitz.

Truffle Pig, the content joint venture between WPP, Snapchat and Daily Mail, launched this summer at the Cannes Lions Festival. Based in New York, Truffle Pig is now 15-strong and growing.

Addressing delegates at the Festival of Media LatAm 2015 in Miami, Jutkowitz argued that brands must avoid “bland” content if they want to reach younger consumers.

“We are facing a lot of threats around content, first and foremost that the world does not need more content,” he said. “Consumers are content creators now too, and that raises the bar. And they never used to be able to distribute content, but they can now too.”

‘Gen Z’ consumers now coming of age are “gluttons” for content, but they demand it be “good” and “authentic”, he said. This is driving the arrival of ad blockers, seen by many as a form of Armageddon to advertising, but Jutkowitz believes it actually offers an opportunity.

“Ad blocking is the greatest marketing opportunity being presented today. What is the market place telling us? They want the content to be great, so that they want to consume it. We’re going to partner with ad blockers. Ad blocking is another word for curation, as far as I am concerned.”

He added that virtual reality should now be considered a “legitimate way of creating fabulous content”, and that brands ought to be taking it “more seriously”.