Global stakeholders discuss new approach to the Blocked Web

Dr Johnny Ryan Adblocking, GDPR, Uncategorized Leave a Comment

From late 2015 onward PageFair drew together global consumer groups, advertisers, agencies, publishers and browsers for senior level roundtable discussions on adblocking. These were held at The Financial Times, at Mozilla, and at MEC Global. The most recent roundtable was organised by both PageFair and Digital Content Next. Participants at the PageFair roundtables included the World Federation of Advertisers, the 4A’s, DCN, the World Association of Newspapers, the National Newspaper Association, International Federation of Periodical Publishers, Havas, Google, Mozilla, the Centre for Democracy and Technology, the EFF, the Open Rights Group, the European Commission, the UK Government, the World Economic Forum, and many others including the global advertising holding companies.…

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.…

Advertising 2.0: why publishers must lead

Dr Johnny Ryan Adblocking, Uncategorized Leave a Comment

Earlier this month PageFair drew together global publishing leaders in the boardroom of The Financial Times to consider how best to address ad blocking. The fruit of that discussion is “Advertising 2.0: a call to think”, signed today by the CEOs of the World Association of News Publishers (WAN-IFRA) and Digital Content Next. These two industry bodies represent nearly 20,000 publishers and websites across the globe. The ‘call to think’ marks the beginning of a discussion on the future of advertising, and the first step in the global publishing industry’s response to ad blocking. As PageFair reports each year, we are seeing linear, not exponential, growth in ad blocking. Though publishers are certainly feeling the pain of ad blocking now, and some may already be failing as a result, ad blocking is not merely a short term phenomenon.…