PageFair endorses the initial standard of the Coalition for Better Ads

Dr Johnny Ryan Acceptable Advertising Leave a Comment

PageFair has endorsed the Coalition for Better Ads’ initial standard for better advertising. PageFair CEO, Sean Blanchfield, said: PageFair will align itself with your initial standard henceforth. I commit that PageFair shall serve only the most tolerable formats, per the Coalition rankings.
It is my hope that we will together improve the quality of advertising on the web, and thereby sustain the medium and the publishers that give it substance. Click here to read his letter  What ad formats are not permitted under the Coalition’s initial standard The Coalition’s research determined that the following formats are below its standard of acceptability and increase the likelihood that a user will install adblock.[1] Desktop Pop-up Ad (with or without countdown) Auto-playing Video Ad with Sound Prestitial Ad with Countdown Large Sticky Ad at the Bottom Mobile Pop-up Ad (with or without countdown) Prestitial Ad (with or without Countdown) Postitial Ad (with countdown) Ad Density Higher Than 30% (30% single column; 35% multicolumn; and 50% multicolumn) Flashing Animated Ad Auto-playing Video Ad with Sound Large Sticky Ad Full Screen Scrollover Ad   Research   The Coalition’s findings on which advertising formats prompt users to adopt adblocking echoes PageFair’s own work to understand adblock users’ tolerances for ad formats over several years.…

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

Dr Johnny Ryan Acceptable Advertising, AdBlock, EU, Regulation 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.…

The Need to Know Adblock Slidedeck (updated!)

Dr Johnny Ryan AdBlock, Content 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 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.…

YouTube Shoots Google In Foot

The PageFair Team AdBlock 50 Comments

YouTube pre-roll ads are driving users to install adblocking software, which in turn is having devastating effects on independent publishers. Google, who last year earned 97% of their revenue from online advertising (over $32 billion) has a product that drives people to block ads. Crazy, right? While Google may be able to reduce the impact of adblocking, many smaller publishers shut down or set up premium subscriptions to make up for lost ad revenue. But according to AdBlock users, traditional advertising is not the problem- it’s intrusive advertising that they can’t stand. More-so, they’re fed up with pre-roll YouTube ads, especially when the video they’re trying to watch isn’t much longer than the ad itself. In a recent lively discussion on Reddit, these pre-roll ads were cited as the most frequent motivation for installing adblock.…

Detect Adblock: Our Secret Sauce

The PageFair Team AdBlock 31 Comments

How do we do it? We’re often asked how our adblock detection script works its magic: how do we detect that someone is blocking ads? Most people expect us to guard this secret closely, but the truth is we use an approach that’s widely discussed online. We observe what happens when a web page loads and detect the effects of adblocking plugins.…

Dealing With Adblock: 5 Options That Don’t Work

The PageFair Team AdBlock 5 Comments

In 1984 Stewart Brand famously said to Steve Wozniak that “information wants to be free”. Nearly 30 years later, 2.4 billion people are enjoying a lot of “free” information online. Unfortunately, those who create this valuable content are still searching for ways to be properly paid. Users of adblock claim that it’s up to publishers to move away from their current advertising-based revenue model; unfortunately adblock’s suggestions for alternatives are conspicuous by their absence. With more visitors than ever blocking ads, what other ways can publishers get paid for the content they produce?…