Facebook’s Q4 earnings prove how to respond to adblock

Dr Johnny Ryan Ad Networks, AdBlock, CMO, Monetization Leave a Comment

Facebook’s Q4 earnings now prove what its Q3 earnings had indicated: the unblocked web – when used appropriately – is an opportunity for marketers.  From August 2016 onward Facebook deployed tamper-proof ad serving to show ads to users who have adblock installed on their machines. Before doing this it listened to users to identify and fix problems that adblock users had with its ad formats.[1] Last week Facebook’s CFO, David Wehner, told investors and analysts on an earnings call for Q4 that “desktop ad revenue grew 22%, despite a decline in desktop usage, helped by our efforts to limit the impact of ad blockers on advertisements served on personal computers.”[2] This builds on Facebook’s Q3 earnings, when Wehner revealed 18% growth in desktop ad revenue.…

Ten Key Things That Happened in Q4

Dr Johnny Ryan Ad Networks, Ad News, CMO, EU, Privacy, Regulation Leave a Comment

Amid the blizzard of press releases and conference tidbits concerning media, advertising, and adblocking, only some really matter. Here are the ten key things that happened in Q4. OCTOBER 1. US Department of Justice examines possible agency shenanigans.  It transpired that the US Department of Justice had launched an investigation into rigged bids that unfairly favored advertising agencies’ in-house services over others, at clients’ expense. The Association of National Advertisers’ report into agency kickbacks, released in June, exposed agency practises that shortchanged clients, and several big brand CMOs launched audits of their agencies. But the DOJ investigation now raises the stakes for agency executives: previous investigations in 2002 resulted in prison sentences. 2. Media consolidation AT&T agreed a deal to purchase Time Warner for $85.4 Billion.…

Risky Business of Building on Platforms

David Barton Ad Networks, AdBlock, Content, Monetization Leave a Comment

The fears surrounding Facebook’s recently announced changes to its news feed highlights the risks publishers embrace when relying on a distribution platform over which they have no control. Facebook – like other large platforms – has its own priorities, plans and goals, so the statement that they view their “work as only 1 percent finished” suggests that any business built on its platform will face shifting sands for the foreseeable future.…

Mary Meeker: PageFair Data is Call to Arms to Create Better Ads

Matthew Cortland Ad Networks, Ad News, AdBlock, Advertising 2.0 Leave a Comment

The newest edition of Mary Meeker’s annual Internet Trends report from Kleiner Perkins Caufield & Byers identified adblocking as a major internet trend in 2016. The investment firm, known widely for backing some of the world’s most successful startups, used PageFair’s data to illustrate the growing adoption of adblocking software around the world. PageFair’s 2015 report with Adobe explored adblock use on desktop browsers and PageFair’s 2016 report with Priori Data looked at adblock use on smartphones.

ISP Adblocking Puts Net Neutrality for Next Billion at Risk

David Barton Ad Networks, AdBlock, Content, Monetization, Regulation Leave a Comment

Several mobile operators have threatened to deploy adblocking measures in some European Union countries, but, as we have previously argued, ISP adblocking is unlikely to survive impending EU regulatory changes. However, the example of Digicel in the Caribbean shows that not every region has the will to resist threats to net neutrality. The rise in user support for adblocking has given ISPs the perfect excuse to finally extract even more money out of online advertising and publishing, but it could also help create a sinister future where political and intellectual freedoms are stunted before they ever have a chance to develop.…

Adblock Walls: Doomed Arms Race or Heroic Last Stand?

David Barton Ad Networks, Ad News, AdBlock, Content 3 Comments

Last week, the Interactive Advertising Bureau (IAB) started telling publishers how to D.E.A.L. with the problem of adblocking.The IAB’s Publisher Ad Blocking Primer suggests a range of tactics, including “access denial”, in which adblockers are prevented from accessing content. Otherwise known as an adblock wall, denying access to adblockers can seem logical and fair. The reality is that this approach leads to a costly dead end for publishers.…

Advertisers Need to Learn from Climate Change

David Barton Ad Networks, AdBlock, Content, Regulation 2 Comments

Climate change has made it clear to all but a few hardcore deniers that there are limits to what the Earth can endure. Centuries of wasting limited resources, polluting the environment and decades of ignoring mounting warning signs have led the human race to the point where it has to focus on long-term sustainability or eventually face a hostile future. The same is true of any ecosystem in which a delicate balance is required for all participants to thrive. After only a few decades, the Internet is already facing a similarly dire threat.…

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.…