Facebook’s hackproof ads turned its adblocking problem in to a $709 million revenue stream.

Dr Johnny Ryan Adblocking Leave a Comment

Four successive quarterly reports show the year-over-year revenue growth that Facebook attributes to showing ads that adblock companies are unable to hack.  While many websites prevaricated, Facebook figured out how to turn its adblocking problem in to a $709 million revenue stream by serving ads that were immune to adblock. Both online giants, Google and Facebook, have concluded that showing ads to adblock users is the right way to tackle adblocking. In mid Q3 2016 Facebook implemented  tamper-proof ad serving that adblock companies can not hack. Eyeo, which owns Adblock Plus, has attempted at various times to introduce hacks to break this system, with partial results for brief periods. Nonetheless, Facebook’s quarterly earnings figures reveal that it has netted nearly three quarters of a billion dollars as a result.…

Brand safety and the unblocked web

The PageFair Team Adblocking 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 Adblocking 2 Comments

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.…

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.

Eight Things From Q3 Worth Knowing

Dr Johnny Ryan Adblocking, GDPR 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 Adblocking 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 Adblocking 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 Adblocking, GDPR, Uncategorized 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 Adblocking, Uncategorized 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.…