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

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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.…

PageFair statement at European Parliament rapporteur’s ePrivacy Regulation roundtable

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Lightly edited transcription of PageFair remarks at rapporteur’s sessions at the European Parliament in Brussels on 29 May 2017, concerning the ePrivacy Regulation.  Statement at roundtable on Articles 9, and 10.  Dr Johnny Ryan: Thank you. PageFair is a European adtech company. We are very much in support of the Regulation as proposed, in so far as it relates to online behavioural advertising (OBA).…

Why pseudonymization is not the silver bullet for GDPR.

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Pseudonymization will not save online advertising companies from having to seek consent to use browsing and other personal data. This note explains why. Personally identifiable data (PII) will become toxic in May 2018 when the General Data Protection Regulation is applied, unless data subjects have given consent.[1] Some businesses may try to rely on “pseudonymization”, a partial method of anonymization, to continue to use PII without consent. This would be a mistake, as the GDPR (and a previous opinion from the Article 29 Working Party[2]).…

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 Need to Know Adblock Slidedeck (updated!)

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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.…

Reprieve for IT departments as EU court rules on IP addresses

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If you run a website, you might want to breathe a sigh of relief. A decision this morning from the European Court of Justice means that websites can continue to collect and store visitor IP addresses. It would have been a shock to many if the ruling had gone the other way.

Eight Things From Q3 Worth Knowing

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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)

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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

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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/…

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.…