Brand safety and the unblocked web

The PageFair Team Ad Networks, Ad News, AdBlock, Reports Leave a Comment

“Brand safety and the unblocked web” presents the findings of a research collaboration between the UK advertisers body ISBA, the Advertising Research Foundation, and PageFair. It shows how adblock users actually react when shown ads that adblock tools cannot tamper with. It also shows how this “unblocked” audience of adblock users responds to brands shown in those ads. Over 2,300 study participants were shown LEAN display format ads on several premium websites. These ads adhere to the Coalition For Better Ads initial standard, and address adblock users’ legitimate UX, bandwidth, and security grievances. ISBA, the ARF, and PageFair found that the unblocked audience is brand safe. Indeed, adblock users react more favorably to advertised brands than regular users in some cases.…

Adblock’s impact on website traffic

Dr Johnny Ryan Content, Reports Leave a Comment

This whitepaper, “The Hidden Cost of Adblock”, presents the primary findings of research by Professor Benjamin Shiller (Brandeis University), Professor Joel Waldfogel (University of Minnesota and the National Bureau of Economic Research), and Dr Johnny Ryan (PageFair). It reveals that adblock has a hidden cost: it not only reduces small and medium publishers’ revenue, it reduces their traffic too. Every 1% increase in adblocked web traffic produced a 0.67% decrease in site traffic for small and medium sites. Significant adblock usage by a website’s audience usually causes a temporary boost to its page traffic. This short term effect occurs because adblock users can enjoy the site without advertising. Over three years the majority of websites sites with high adblock rates saw their traffic levels significantly decrease relative to other websites.…

2017 Adblock Report

Matthew Cortland AdBlock, Reports 4 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 2015 Ad Blocking Report

The PageFair Team AdBlock, Reports 203 Comments

We are pleased to publish our 2015 global report on ad blocking, once again in partnership with Adobe. In this report we drill into geographic detail, providing per-country and per-state information on ad block usage rates, monthly active user counts, as well as estimates of the total cost to publishers in many regions. We find that not only has ad blocking continued its fast growth on desktop, but it has also leaped onto mobile in Asia, and will soon go mobile in the West with the upcoming launch of content blocking on iOS.…