Scott Cunningham, IAB TechLab founder, on advertising in crisis (interview podcast) 

Dr Johnny Ryan Adblocking Leave a Comment

In 2015 Scott Cunningham, the founder of IAB TechLab, told world “we messed up” on behalf of the advertising industry. His was the first major industry mea culpa that began a shift toward addressing user problems with advertising on the web. When we spoke last week I challenged him about the IAB’s DEAL strategy on adblocking, which he devised, and which may lean too far toward recommending that all publishers restrict access to users. His response is worth reading, and makes clear that DEAL is not an all or nothing approach. Only a small number of publishers with very exclusive content may be able to sustain a strategy that blocks adblock users from visiting their content. Most can not. Scott shared the background to the IAB’s LEAN principles for more respectful, subdued advertising formats.…

Why the GDPR ‘legitimate interest’ provision will not save you

Dr Johnny Ryan GDPR, Uncategorized Leave a Comment

The “legitimate interest” provision in the GDPR will not save behavioral advertising and data brokers from the challenge of obtaining consent for personally identifiable data. As previous PageFair analysis illustrates, personally identifiable data (PII) will become toxic except where it has been obtained and used with consent once the General Data Protection Regulation is applied in May 2018. Even so, many advertising intermediaries believe that they can continue to use PII data without consent because of an apparent carve-out related to “legitimate interest” contained in the GDPR. This is a false hope.

The Need to Know Adblock Slidedeck (updated!)

Dr Johnny Ryan Uncategorized 1 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 Adblocking 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 Adblocking 6 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.…

European Commission proposal will kill 3rd party cookies

Dr Johnny Ryan GDPR 3 Comments

The 3rd-party cookie – the lifeblood of online advertising – may be about to die.  A proposal this month from the European Commission to reform the ePrivacy Directive (ePD) requires mandatory privacy options and educates users to distinguish between 1st and 3rd-parties in a way that will make 3rd-party cookies extinct.
Access the GDPR/ePR repositoryA repository of GDPR and ePrivacy Regulation explainers, official docs, and current status.Access Now The Commission’s proposal also applies beyond cookies. The proposed reform of the ePD will further add to the the disruption that Europe’s new regulatory regime for privacy – the GDPR – will wreak upon to the media and advertising landscape when it applies in May 2018. Caveat: the proposal is subject to negotiation between the Commission, the European Parliament, and the Council of Ministers.…

Ten Key Things That Happened in Q4

Dr Johnny Ryan Adblocking, GDPR 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.…

The Rules of Adblocking: How Block Lists Work

David Barton Adblocking 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.

Europe’s new privacy regime will disrupt the adtech Lumascape

Dr Johnny Ryan GDPR Leave a Comment

In a year and a half, new European rules on the use of personal information will disrupt advertising and media across the globe. Here are the three biggest impacts.  Since 1996 when cookies were first repurposed to track users around the Web there has been an assumption that gathering and trading users' personal information is the essence of advertising online. This is about to change.

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

David Barton Adblocking 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.