The Need to Know Adblock Slidedeck (updated!)

Dr Johnny Ryan AdBlock, Content Leave a Comment

Dr Johnny Ryan of PageFair presented at The Advertising Research Foundation in New York this month. This presentation includes The latest adblock figures globally and for the US Demographic discussion of who adblock users are Options for media owners to address adblocking, from access restriction to tamper-proof ad serving Unexpected benefits for marketers from the adblocking crisis     He was speaking alongside Omnicom, Annalect, and Intel.…

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.…

2017 Adblock Report

Matthew Cortland AdBlock, Reports 3 Comments

PageFair is pleased to release our 2017 adblock report. The state of the blocked web presents a combined picture of desktop and mobile adblock usage for the first time. Mobile adblock usage is growing explosively in Asia and is set to spread to North America and Europe as well. This report also includes the results of our latest survey of adblock users, which used improved screening questions to specifically identify adblock users.…

The Rules of Adblocking: How Block Lists Work

David Barton AdBlock Leave a Comment

This note is a layman’s guide to how the “block lists” that power adblocking work. A block list contains tens of thousands of rules that govern how a website should be displayed. There are two types of rules. “Filter” rules define what should be blocked. “Exception” rules define what content should be displayed. The most popular block list, “EasyList”, contains tens of thousands of these filters and exceptions.

How much extra revenue will Facebook make by advertising to the blocked web?

David Barton AdBlock, Advertising 2.0, Monetization 1 Comment

Facebook’s decision earlier this year to start serving ads to adblockers is already starting to bear fruit. In last week’s Q3 earnings call, the company said that “desktop ad revenue grew 18%, which is higher than growth rates in recent quarters, and was aided by our efforts to limit the impact of ad blockers on advertising served via web browsers”. This post examines these figures to extrapolate the revenue lift that Facebook will enjoy from serving ads on the blocked web. We estimate that Facebook's decision to show tamper-proof ads will yield an additional $720 million over the next year. 

Podcast: discussion with Jason Kint (DCN)

Dr Johnny Ryan AdBlock, Advertising 2.0, Content, Monetization Leave a Comment

I spoke with Jason Kint, CEO of Digital Content Next (DCN), which represents the most prestigious publishers in the world, including The New York Times, The Financial Times, Disney, Bloomberg, Vox. In our podcast we discuss pressing issues for publishers and marketeers including: native advertising, adblocking, micropayments, measurement, the media economy and publisher business models, transparency in the advertising market, and Facebook’s decision to show ads to adblockers. Listen below.…

Adblocking: the Need to Know Slide Deck

The PageFair Team AdBlock Leave a Comment

Dr Johnny Ryan of PageFair presented this slide deck at The Advertising Research Foundation, held at Quantcast in San Francisco. He was speaking alongside Joe Barone of GroupM, John Clyman of Rubicon Project, Augustine Fou of the ARF, Harrison Gordon of Google, David Kohl, Chris Langel of MOAT, Lauren Moores of dstillery, Michael Tiffany of WhiteOps, Timur Yarnall of comScore. The event was at The Advertising Research Foundation was on 27 July. See details here http://thearf.org/ad-fraud-and-ad-blocking-taming-the-elephant-in-the-room/…

Thinking Big in Cuba

Donal Kerr AdBlock, Advertising 2.0, Content, Monetization Leave a Comment

Cuba is a fascinating country. It forces you to think about big issues such as wealth and its creation and distribution, free speech, poverty, health care provision and education - and how to pay for it all. If you are interested in economics or capitalism, then Cuba is like a vast experiment. Cuba has little or no print or billboard advertising - most adverts are government information campaigns or propaganda. Despite all of this, Cuba is slowly opening up to the world and US sanctions are likely to be lifted soon. The main causes for the poor state of the Cuban Internet are the US trade embargo, infrastructure poverty and the government's fear of information. With its 11 million citizens slowly getting internet access over the next few years, the country is in a unique position - how to invest effectively in the collective interest to provide internet access?