ad blocking


Conference Paper – “Combat Fraud to Drive ROI” – comScore/Krug/Kellogg

Fraudulent and non-human traffic creates serious issues for all sides of the online advertising industry. While the common strategy of blacklisting domains can help advertisers reduce wasted impressions, it blocks potentially valuable audiences – hurting the reputation, yield and CPMs of the publishers involved – and only partially solves the problem for the advertiser.

Understanding the pitfalls of common approaches, we developed an automated system to manage invalid traffic at the impression-level, improving delivery beyond domain- and site-level blacklisting.

We will be sharing learnings to help advertisers, agencies and publishers combat fraud, reduce waste and ultimately improve quality of effectiveness research in digital.

From MediaPost (Accenture) – “Global Consumer Awareness of Blockers Reaches Critical Mass”

Accenture has released a global research study of ad blocking among 28,000 consumers in 28 countries. Fully 61% of respondents were aware of ad blockers, and 42% said they would pay to remove ad interruptions.

Gavin Mann, Accenture’s global broadcast industry lead, said, “The industry needs to do everything possible to make ads less of an infringement on precious screen time, by building on early successes that deliver targeted, relevant and entertaining ads.”

A notable takeaway was not to make the mistake of putting the majority of effort into fighting ad blocking; it’s an impossible battle to win. The company recommends focusing on moving the entire ecosystem forward and making advertising less invasive and more personalized.



Ad Blocking-Consumer Behavior and Advertiser Concerns

Are You One of the 47% Who Report Ad Blocking?

This Quirk’s Marketing Research Review article, “Your Ad Not Here: Should Marketers Be Worried About Ad-Blocking?” presents statistics and trends related to ad blocking, revealing consumer confusion about the difference between ad-blocking technology and cookie data restriction, and more… See more. . . Source: http://www.quirks.com/articles/2015/20151126-1.aspx

Would You Watch a TrueX Ad For Some Free Web Content?

Fox’s TrueX lets TV viewers choose to watch and interact with a 2-minute ad upfront versus the series of 30s ads spread throughout the programming content. Is this enough to fight ad avoidance? What do consumers choose? See more . . Source: http://blogs.wsj.com/cmo/2015/07/16/foxs-truex-faces-hurdles-in-bid-to-fight-tv-ad-avoidance/

Ad Blocking Won’t Result in a Catastrophe

Current ad-blocking concerns echo earlier fears that surrounded the launch of TiVo and the DVR according to this eMarketer interview with Walt Horstman, President, AudienceXpress.  This article, “Ad Avoidance Isn’t New-It’s Just Evolving,” further discusses the impact of ad blocking.  See more . . Source: http://www.emarketer.com/Article/Ad-Avoidance-Isnt-NewmdashIts-Just-Evolving/1013084

Do Your Intrusive Ads Compel Consumers to Install Ad Blockers?

Ad blockers are being installed to counter intrusive ads, according to 74% of U.S. respondents to the Teads global study, “Why People Block Ads.”  This Media Post article by Tobi Elkin, “80% of People Would Reconsider Installing Ad Blockers, Cite Word-of-Mouth,” examines additional motivations for consumers to use ad blockers online, as well as providing a breakdown of statistics by country. TAG: intrusive ads.  See more . . Source: https://www.morningstar.com/news/pr-news-wire/PRNews_20160129NY10670/teads-releases-global-study-on-why-people-block-ads.html

Consumers Dislike Your Ads and They Are Letting You Know It!

Ad blocking software will be used by 9% of U.S. consumers to opt out of ads in the next three months according to DCN Research Director Rande Price in this article summarizing the organization’s report, “2015 DCN Consumer Ad Block Report.”  The report explains how this statistic was developed, and explores the growing threat from ad blocking software. See more . . Source: https://digitalcontentnext.org/blog/2016/01/05/2015-dcn-consumer-ad-block-report/


Chart Source:   https://blog.pagefair.com/2015/ad-blocking-report/





Ad Blocking Challenges the Online Advertising Industry

Laurie Sullivan’s article for Media Post addresses the billions of dollars that search engines and Web publishing are losing as a result of ad blocking.  The author refers to an estimated loss of $6.6 billion by Google last year due to ad blocking.

By installing browser tools that identify and remove advertisements, site visitors avoid the ads and prevent advertising networks from tracking them across the web.  Consumers are unhappy with unwanted personalization, tracking, abuse of their privacy, and slow page loads according to Doc Searls, President of The Searls Group.

Ed Papazian, President of Media Dynamics, is concerned that the growth in ad dollars, especially from branding TV advertisers, will slow dramatically.  He points out that 30% of the most desirable consumers use ad blockers, and thus cannot be reached by a branding advertiser. Papazian  suggests that the industry needs to instill strict rules about how much ad clutter to allow per page, how ads are displayed, what constitutes visibility, realistically, and stop enabling ad avoidance.

Johnny Ryan, head of ecosystem at PageFair, a firm that measures blocked ads, explains that ad blockers can seamlessly block YouTube ads and ads on network members’ Web sites across Google’s display and video ads by using AdSense or DoubleClick. Google’s ads in search are also blocked by AdBlock Plus users who have not opted to view “white listed ads,” which Google pays to circumvent software from companies like Adblock

Ryan suggest that drivers of ad blocking include factors such as seeing inappropriate advertising, suffering from installations of ransom ware, and an unease about where one’s data ends up. A possible additional factor is malvertising.

See all 5 Cups articles.




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