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

David Barton AdBlock, Advertising 2.0, Monetization Leave a 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. 
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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.…
YellowCar

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?
Mary Meeker

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.
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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.…
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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?…
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Adblocking in Court: Napster All Over Again

David Barton Ad News, AdBlock, Advertising 2.0, Content, Regulation Leave a Comment

The IAB last year made it clear that lawsuits were still very much on the table as a potential measure to fight adblocking. Publishers in Germany have repeatedly brought the makers of Adblock Plus to court, losing another case just a few weeks ago. A recent survey of high traffic websites has indicated significant support for collective legal action, while the Brave browser earlier this month received a rather bellicose cease-and-desist letter from leading publishers in the US. It seems almost inevitable that everyone is going to end up in court. While we sympathize with publishers and understand why they would turn to legal action, we think this approach is a costly and time-consuming mistake that could ultimately lead to the downfall of the publishing industry.…
Socrates

Rights or Respect: the Ethics of Adblocking

David Barton AdBlock, Advertising 2.0, Content, Monetization Leave a Comment

More legal headaches for adblockers could be on the way, with a recent survey by Medianomics suggesting that high-traffic websites in the United States are at least willing to consider legal action as a potential solution. There have already been several unsuccessful cases against Eyeo in Germany, but their luck might well run out in the US, where legislators may be less sympathetic towards what has been called the new wave of piracy. The saber rattling may have already begun, with newcomer Brave browser recently being directly threatened for its unusual business model.…
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Four big ideas emerge from PageFair global stakeholder roundtable

Dr Johnny Ryan Advertising 2.0 3 Comments

A growing segment of Web users sees few or no ads. Publishers are suffering mounting revenue losses as a result. But even as blocking of advertising harms publishers it also undoes the mistakes of the first 20 years of advertising on the Web. Several vendors including PageFair have the technology to display ads in a way that is not affected by blocking. In the future it is likely that major industry incumbents (such as SSPs and CDNs) will also gain this ability. We believe that the ability to defeat blockers should not simply enable a return to the situation before adblocking. Hundreds of millions of users have rebelled against the status quo in advertising. We must listen to them. Advertising can be better.…