Publishers – your only weapon is trust

Dr Johnny Ryan Adblocking, GDPR, Uncategorized Leave a Comment

Adblocking—and publisher responses to it—sit at the nexus of two trends: the increasing value of trust in the publisher-consumer relationship, and the emerging conditions of the new information market. The Internet turns many types of information that were once scarce and expensive into overabundant—and therefore cheap—commodities. By corollary, trust and attention have become increasingly valuable. In short: As information becomes cheap, trust becomes precious.

Risky Business of Building on Platforms

David Barton Adblocking, Uncategorized 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 Adblocking, Uncategorized 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.

The Dangers of Playing Cat and Mouse with Adblock

Sean Blanchfield Adblocking, Uncategorized 1 Comment

There is a misconception about adblocking that prevents most people from understanding just how powerful it is. People naturally assume that adblock works by stopping ad content as it reaches the browser. In fact, it actually works by preventing requests for ad content from ever leaving the browser. Adblock patrols a border around every website, a border built not to stop things getting in, but designed to stop requests from getting out.…

2016 Mobile Adblocking Report

The PageFair Team Adblocking, Uncategorized 1 Comment

We at PageFair are pleased to release a new report on mobile adblocking. We have tested hundreds of adblocking apps, and have analyzed Apple and Android mobile blocking app downloads in a research collaboration with app-intelligence firm Priori Data. The result is an overview of the landscape of mobile adblocking, and a new understanding of its scale. This new report finds that mobile ads are now vulnerable to blocking, whether on the mobile web or in-app. Adblocking is going mobile, and in a way that will surprise many.…

Global stakeholders discuss new approach to the Blocked Web

Dr Johnny Ryan Adblocking, GDPR, Uncategorized 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.…

ISP Adblocking Puts Net Neutrality for Next Billion at Risk

David Barton Adblocking, Uncategorized 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.…

How Adblockers Can Deliver Value to Procurement

David Barton Adblocking, Uncategorized 1 Comment

We recently argued that procurement departments could play a crucial role in the ongoing fight against adblocking. With their unique long-term overview of how their brand is to be marketed, procurement can measure success on a more strategic level and help marketing avoid running the kinds of below the line campaigns that have led to the debasement of online advertising and the rise of adblocking.

Procurement Could Play Vital Role in Stopping Adblocking

David Barton Adblocking, Uncategorized 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?…