PageFair endorses the initial standard of the Coalition for Better Ads

Dr Johnny Ryan Acceptable Advertising Leave a Comment

PageFair has endorsed the Coalition for Better Ads’ initial standard for better advertising. PageFair CEO, Sean Blanchfield, said: PageFair will align itself with your initial standard henceforth. I commit that PageFair shall serve only the most tolerable formats, per the Coalition rankings.
It is my hope that we will together improve the quality of advertising on the web, and thereby sustain the medium and the publishers that give it substance. Click here to read his letter  What ad formats are not permitted under the Coalition’s initial standard The Coalition’s research determined that the following formats are below its standard of acceptability and increase the likelihood that a user will install adblock.[1] Desktop Pop-up Ad (with or without countdown) Auto-playing Video Ad with Sound Prestitial Ad with Countdown Large Sticky Ad at the Bottom Mobile Pop-up Ad (with or without countdown) Prestitial Ad (with or without Countdown) Postitial Ad (with countdown) Ad Density Higher Than 30% (30% single column; 35% multicolumn; and 50% multicolumn) Flashing Animated Ad Auto-playing Video Ad with Sound Large Sticky Ad Full Screen Scrollover Ad   Research   The Coalition’s findings on which advertising formats prompt users to adopt adblocking echoes PageFair’s own work to understand adblock users’ tolerances for ad formats over several years.…

Scott Cunningham, IAB TechLab founder, on advertising in crisis (interview podcast) 

Dr Johnny Ryan Acceptable Advertising, AdBlock, EU, Regulation Leave a Comment

In 2015 Scott Cunningham, the founder of IAB TechLab, told world “we messed up” on behalf of the advertising industry. His was the first major industry mea culpa that began a shift toward addressing user problems with advertising on the web. When we spoke last week I challenged him about the IAB’s DEAL strategy on adblocking, which he devised, and which may lean too far toward recommending that all publishers restrict access to users. His response is worth reading, and makes clear that DEAL is not an all or nothing approach. Only a small number of publishers with very exclusive content may be able to sustain a strategy that blocks adblock users from visiting their content. Most can not. Scott shared the background to the IAB’s LEAN principles for more respectful, subdued advertising formats.…

Global stakeholders discuss new approach to the Blocked Web

Dr Johnny Ryan Acceptable Advertising, Advertising 2.0 Leave a Comment

From late 2015 onward PageFair drew together global consumer groups, advertisers, agencies, publishers and browsers for senior level roundtable discussions on adblocking. These were held at The Financial Times, at Mozilla, and at MEC Global. The most recent roundtable was organised by both PageFair and Digital Content Next. Participants at the PageFair roundtables included the World Federation of Advertisers, the 4A’s, DCN, the World Association of Newspapers, the National Newspaper Association, International Federation of Periodical Publishers, Havas, Google, Mozilla, the Centre for Democracy and Technology, the EFF, the Open Rights Group, the European Commission, the UK Government, the World Economic Forum, and many others including the global advertising holding companies.…

Procurement Could Play Vital Role in Stopping Adblocking

David Barton Acceptable Advertising, AdBlock, Advertising 2.0 Leave a Comment

The PepsiCo decision to eliminate its global marketing procurement department last year has left some questioning whether there is still a role for procurement. Ad Age explained the move as being motivated by the need “to improve speed and flexibility in an era in which brands must pump out marketing content on a weekly and sometimes daily basis”, but we believe this assumption to be flawed, and indicative of a general misguided faith in metrics that is leading online advertising down a dangerous path. Brands are understandably tempted by the instant feedback mechanisms of social media and measurable clicks or impressions offered by ad platforms. The digital era has given advertising campaigns immediate and incontrovertible proof of value. Or has it?…

Adblock users in their own words: what makes them tick?

David Barton Acceptable Advertising, AdBlock, Content 4 Comments

We’re in the process of carrying out a series of surveys to get a better idea of why Internet users are resorting to adblockers in ever-increasing numbers. We expect the usual suspects to show up, but with adblocking rapidly becoming a mainstream phenomenon, we want to see whether the extensive media coverage and debate in 2015 has had any significant effect on how people think about adblocking. Are users more inclined to worry about privacy, have moral qualms about adblocking increased, or is it ultimately all about escaping from annoying ads?…

Ad Dodgers through the Ages

David Barton Acceptable Advertising, Ad Networks, Content Leave a Comment

October 29 is International Internet Day, recalling the first network connection on the Internet’s predecessor, the ARPANET. In celebration, PageFair wants to put adblocking in perspective with a little reminder of the fact that the Internet isn’t solely to blame for consumer ad avoidance tendencies.…

Advertising 2.0: why publishers must lead

Dr Johnny Ryan Acceptable Advertising, Ad News, AdBlock Leave a Comment

Earlier this month PageFair drew together global publishing leaders in the boardroom of The Financial Times to consider how best to address ad blocking. The fruit of that discussion is “Advertising 2.0: a call to think”, signed today by the CEOs of the World Association of News Publishers (WAN-IFRA) and Digital Content Next. These two industry bodies represent nearly 20,000 publishers and websites across the globe. The ‘call to think’ marks the beginning of a discussion on the future of advertising, and the first step in the global publishing industry’s response to ad blocking. As PageFair reports each year, we are seeing linear, not exponential, growth in ad blocking. Though publishers are certainly feeling the pain of ad blocking now, and some may already be failing as a result, ad blocking is not merely a short term phenomenon.…