30. “Engrossing”
Cory Doctorow, BoingBoing
“Understanding the trends driving this revolution is
pivotal to success.Consider this book your road map”
Marc Benioff, CEO of Salesforce
“An immensely important book”
Kevin O'Sullivan, Editor of The Irish Times
“Enormously useful ...a great read”
Tim Wu, Columbia Law School
“The best western history of the Internet to date”
Library Journal
“Captures the sweep of the Internet’s development”
Jonathan Zittrain, Harvard Law School
32. The need to monetize has
led to unrestrained
advertising.
1
33. The need to monetize has
led to unrestrained
advertising.
Increase in ad volume and page clutter.
Increase in experience interruption.
Increase in data snooping.
2
1
34. The need to monetize has
led to unrestrained
advertising.
Increase in ad volume and page clutter.
Increase in experience interruption.
Increase in data snooping.
Decline in audience goodwill,
Decline in attention to ads,
Decline in trust.
2
1 3
35. The need to monetize has
led to unrestrained
advertising.
Increase in ad volume and page clutter.
Increase in experience interruption.
Increase in data snooping.
Decline in audience goodwill,
Decline in attention to ads,
Decline in trust.
Advertising blocking by users
2
1 3
4
48. Ask firmly
This only work for publishers of exclusive
long-form content (e.g. TV series)
Ask nicely
<1% conversion rate
3 strategies that failed:
49. Ask firmly
This only work for publishers of exclusive
long-form content (e.g. TV series)
Ask nicely
<1% conversion rate
Trench warfare/cat & mouse
Ad blockers retaliate and block all
javascript on site
3 strategies that failed:
50.
51.
52. i. Avoid trench warfare, ii. put back ads,
but iii. make sure people do not rebel
against those ads.
53. We need to end the cycle
We can serve ads to them,
but... what should we serve?
We do not want to put back
the ads they have already rebelled against
i. Avoid trench warfare, ii. put back ads,
but iii. make sure people do not rebel
against those ads.
60. 1. Publishers - not advertisers - feel
the most pain
Summary
61. 1. Publishers - not advertisers - feel
the most pain
2. We can put a form of ads back
Summary
62. 1. Publishers - not advertisers - feel
the most pain
2. We can put a form of ads back
3. ...but publishers, Web trustees,
and consumers must decide what
form these ads take
Summary