The Rules of Adblocking: How Block Lists Work

David Barton AdBlock 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.

Eight Things From Q3 Worth Knowing

Dr Johnny Ryan CMO, Regulation Leave a Comment

Now, ten days into October, we have had time to digest on the events of the last quarter. As is ever the case with history, only some of the headlines of the last three months will have any lingering impact. But of all the events in the past three months the following eight are worth knowing about. This post is a quick digest of the ones that will shape the environment.…

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.…

Adblocking: the Need to Know Slide Deck

The PageFair Team AdBlock Leave a Comment

Dr Johnny Ryan of PageFair presented this slide deck at The Advertising Research Foundation, held at Quantcast in San Francisco. He was speaking alongside Joe Barone of GroupM, John Clyman of Rubicon Project, Augustine Fou of the ARF, Harrison Gordon of Google, David Kohl, Chris Langel of MOAT, Lauren Moores of dstillery, Michael Tiffany of WhiteOps, Timur Yarnall of comScore. The event was at The Advertising Research Foundation was on 27 July. See details here http://thearf.org/ad-fraud-and-ad-blocking-taming-the-elephant-in-the-room/…

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.…

228 Days Later: The Destructoid Review

The PageFair Team AdBlock, Monetization Leave a Comment

It’s been 228 days since Destructoid blew the lid on adblocking. We caught up with editor Niero Gonzalez to see what the fallout has been. Apocalypse Now Online publishers are facing difficult times. Consumers are fighting back against intrusive ads, while publishers are doing everything they can to maintain ad revenue. Advances in technology, such as ad blocking software and limitations or alternatives to third party cookies are creating a difficult situation that many publishers fear can only end badly. Many forget that in the middle of this conflict are those who are really paying the price.…