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

Dr Johnny Ryan Privacy, 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 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.…

Ten Key Things That Happened in Q4

Dr Johnny Ryan Ad Networks, Ad News, CMO, EU, Privacy, Regulation 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 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.

Publishers – your only weapon is trust

Dr Johnny Ryan Content Leave a Comment

Adblocking—and publisher responses to it—sit at the nexus of two trends: the increasing value of trust in the publisher-consumer relationship, and the emerging conditions of the new information market. The Internet turns many types of information that were once scarce and expensive into overabundant—and therefore cheap—commodities. By corollary, trust and attention have become increasingly valuable. In short: As information becomes cheap, trust becomes precious.

Ad Dodgers through the Ages

David Barton Acceptable Advertising, Ad Networks, Content Leave a Comment

October 29 is International Internet Day, recalling the first network connection on the Internet’s predecessor, the ARPANET. In celebration, PageFair wants to put adblocking in perspective with a little reminder of the fact that the Internet isn’t solely to blame for consumer ad avoidance tendencies.…

CPM, CPC, CPA: Ad pricing models explained

The PageFair Team Monetization 2 Comments

While documenting the journey of first-time publishers, we uncovered that comparing pricing models can be a bit difficult. This post gives a brief overview of each pricing model and explains how to compare their revenue potential. CPM – payment when an ad is seen CPM (cost per mille or thousand impressions) is the granddaddy of them all- a pricing model that existed long before the advent of the internet. Under this pricing model the publisher is paid every time a website visitor sees an ad. It’s commonly used where an advertiser wants a branding campaign; the focus is on raising consumer awareness of a company or product rather than persuading them to buy right now.…

Ad-News For Publishers

The PageFair Team Ad News Leave a Comment

This Week In Advertising: Yahoo launches a new banner ad product, while real time bidding aims to disrupt mobile advertising. Facebook’s increase in traffic is drawing more attention to the platform from publishers.  Here’s a look at this week’s Ad News. Yahoo Goes Big With New Banner Ad Product “Yahoo continued its long tradition of copycatting its competitors’ advertising strategies by announcing Wednesday the launch of Yahoo Image Ads, “native” photo ads that will appear within Yahoo slideshows. Although late to native image ads, Yahoo is making it harder for its users to skip those ads.” via Digiday Why Real-Time Bidding Is Changing Mobile Advertising “Real-time bidding is to digital advertising what high-frequency trading is to Wall Street. Computerized, algorithm-driven trading allows for the quick buying of ad impressions according to pre-set parameters.” via Business Insider Why Facebook Is Wooing Publishers: Traffic “Facebook is trying to woo news publishers with the currency they all understand: traffic.…

Ad-News for Publishers

The PageFair Team Ad News Leave a Comment

Things we learned this week: Online Advertisers hope to close the mobile revenue gap, while AdParlor makes its way to Twitter. But are the advances in technology making the online advertising system far too complex? Here’s a look at this week’s digest. How Publishers Hope to Close the Mobile Revenue Gap “Mobile is rising fast as a traffic source, with publishers reporting anywhere from 30 percent to 50 percent of their overall traffic coming from mobile. The problem is mobile ad rates are still a fraction of what they are for desktop.” via DigiDay AdParlor Makes Its Way To Twitter “Up to now, performance marketer Adknowledge’s AdParlor platform has served agencies and advertisers solely on Facebook, but it will now extend its work as the newest Twitter API partner.” via AdExchanger Is Online Advertising Getting Too Complex?

Ad-news For Publishers

The PageFair Team Ad News Leave a Comment

Things we learned this week: Online advertising continues to hit double digit growth, as new challenges arise from controversy over third-party cookies. The value of ad impressions and clicks are called into question as middlemen are gaming the system. Here are some more of the things we learned this week. IAB Study: Online Ad Revenue Continues Double-Digit Growth Report shows explosive mobile growth “Here’s some good news for the digital media industry: revenue from online advertising saw double-digit growth in the first six months of 2013, compared to the same period last year, according to the IAB’s Internet Advertising Revenue Report, conducted by PricewaterhouseCoopers.” via AdWeek Reaching Customers In An Increasingly Cookieless World “48% of marketers feel that they are proficient in digital marketing – are they really?…