Compendium on Ad Blocking in Advertising Age through 2015-09-05


IAB Explores Its Options to Fight Ad Blockers, Including Lawsuits; ; In Advertising Age; 2015-09-04.
Teaser: Trade Org Has Held Two Summits This Summer to Map a Course of Action

Mentioned

  • Interactive Advertising Bureau (IAB)
  • A Summit Meeting, New York City, 2015-07-09.
  • PageFair, Adobe
    tl;dr → that same report is endlessly recited unquestioningly
    The 2015 Ad Blocking Report: The Cost of Ad Blocking; PageFair with Adobe; 2015-08-09; 17 pages; landing, previously noted.
  • Causality
    • Flash is deprecated
    • HTML5 is promoted
    • Viewability metrics cause blocking be measured & managed.

Options

  • make better ads
  • publishers ask consumers to pull shields down
  • lockout [publishers refuse to serve consumers who wear adblock]
  • litigation [c.f. an application of the DMCA]
  • countermeasures [technical means, via suppliers]
  • paywalls
  • native advertising

Countermeasures

(vendors)

  • PageFair
  • Secret Media
  • Sourcepoint
  • Yavli

Quoted

for color, background & verisimilitude

  • Scott Cunningham
    • senior VP, IAB
    • general manager, [IAB] Technology Lab.
  • David Moore
    • President, WPP Digital
    • Chairman, Xaxis

Via: backfill.


How Digital-Native Publishers Are Dealing With Ad Blocking, , 2015-09-03.
Teaser: Mic, Quartz, Vox Media Turn to Branded Content, Tech Platforms’ Apps

Mentions

  • BuzzFeed
  • Mic
  • Quartz
  • Vox Media
  • Ad Block Plus
  • Countermeasures
    • advertorials
    • branded content
    • custom branded content
    • native advertising
    • promotional placements
    • sponsorships
  • Distribution [contra running The Portal]
    • Apple News
    • Facebook Instant Articles
    • Flipboard
  • Dean Murphy
  • Exemplar
    • a page at Mic with the story of the renaming of Mt McKinley to Denali
    • work performed by Ad Age staff
    • [very confusing, read carefully] <quote>When Ad Age checked out Mic’s aforementioned Denali article using an iPhone’s Safari browser, the ad-carrying page weighed in at 4.11 megabytes, which is 1.51 megabytes heavier than the ad-free desktop version but 14.59 megabytes lighter than the ad-full desktop page.</quote>.
    • Tabulation
      Safari iOS iPhone ad-carrying 4.11 MB
      Safari OS/X Mac (Laptop) ad-free 2.60 MB
      Safari OS/X Mac (Laptop) ad-full 18.70 MB

Quoted

for color, background & verisimilitude

  • Chris Altchek, CEO, Mic
  • Jim Bankoff, CEO, Vox Media
  • Joy Robins, seinor VP-global revenue and strategy, Quartz

TV Networks Confront Ad Blockers Erasing Their Commercials Online, , 2015-08-31.
Teaser: CBS Blocks the Blockers While Fox Explores Friendlier Ad Models

Mentions

  • ABC
    • ABC.com
  • Fox
    • Fox.com
  • Hulu
  • NBC
    • NBC.com
  • Universal
  • Ad Block
  • Chrome
  • streaming episodes of TV shows delivered off of web sites.
  • CBS Interactive
  • several “declined to comment”

Quoted

for color, background & verisimilitude

  • Eric Franchi, co-founder, Undertone
  • Joe Marchese, president-advanced ad products, Fox Networks Group; ex-founder TrueX (acquired by Fox 2014-12).
  • David Morris, chief revenue officer, CBS Interactive

Ad Blocking Is a Growing Problem. What’s the Fix?, , , 2015-06-19.
Teaser: Publishers Including CBS Interactive, Forbes, DailyMail Weigh Their Options

Mentions

  • Eyeo
  • factoids are recited
  • UC browser
    • built-in ad blocking
    • 500M consumers
    • Regional popularity
      • India
      • China,
  • Maxthon Browser
    • built-in ad blocking
    • partnership with Ad Block Plus
    • 120M consumers
  • “I love my audience, but fuck you, ad blockers — 20% of my revenue is gone.” attributed to Mike Germano, Vice
  • Interactive Advertising Bureau (IAB)
  • Interested in solutions
    • CBS Interactive
    • Daily Mail
    • Forbes
    • Vice
  • Have paid off Ad Block (Eyeo)
    • Amazon
    • Google
    • Microsoft
  • Native advertisers
    • BuzzFeed
    • Outbrain
  • Fremium, paywall, subscriptions
    and more so: behind the paywall they still have ads

    • The New York Times (NYT)
    • Pandora
    • Spotify
    • The Wall Street Journal (WSJ)
    • YouTube

Options

  1. Pay the Ad Blockers
  2. Go Native
  3. Ask Consumers for Sympathy
  4. Block Content From Consumers Who Use Ad Blockers [The Nuclear Option]
  5. Fremium Model

Quoted

for color, background & verisimilitude

  • Ben Barokas, founder, Sourcepoint
  • Sean Blanchfield, CEO, PageFair
  • Scott Cunningham, IAB
  • Mike Germano, Chief Digital Officer, Vice [Media]
  • Dax Hamman, senior VP-business development and product, Rubicon Project.
  • Jason Kint, CEO, Digital Content Next (a trade booster)
  • David Morris
    • chief revenue officer, CBS Interactive
    • chairman, Interactive Advertising Bureau (IAB)
  • Jon Steinberg, CEO, DailyMail
  • Ben Williams, director, communications & operations, Eyeo

Publishers Watch Closely as Adoption of Ad Blocking Tech Grows, , 2015-02-15.
Teaser: IAB Says It Is a Growing Problem

Mentions

  • Ad Block Plus
  • ClarityRay,
  • bought by Yahoo
  • IAB Annual Leadership Meeting
  • Claimed to have paid off Ad Block Plus (Eyeo)
    • Amazon
    • Google
    • Microsoft

Quoted

for color, background & verisimilitude

  • Mark Addison, press relations, Ad Block Plus
  • Eric Franchi
    • co-founder, Undertone
    • board member, IAB
  • Mark Howard, chief revenue officer, Forbes.
  • Serge Matta, CEO, comScore
  • David Morris, Chairman, IAB
  • Mike Zaneis, exec VP-public policy and general counsel, IAB

 

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