My presentation about adblock for the Digital Media Viability conference in Beirut, Lebanon on November 30, 2016. http://www.digitalmediaviability.com/

1. Matthew Cortland
Head of Communications
@mattcortland @pagefair

2. Ablock Off Adblock On
AD
AD

3. HOW
ADBLOCK
WORKS

4. Advertisements
Advertisement
Web server
Ad server

5. Advertisement
Advertisement
Web server
Ad server
Adblock is Active

6. Advertisement
Advertisement
Adblock is Active

7. Adblock is Active

8. Web server
Adblock is Active

9. 2013 2014 2015
The cost of ad blocking
PageFair and Adobe 2015 Ad Blocking Report
2016 2017
COMING SOON

10. 200 M
100 M
50 M
25 M
300 M
mid 2010 mid 2012 mid 2014 mid 2016
mobile
desktop
Global

11. 198,000,000
desktop users

12. 309,000,000
mobile users

14. Device manufacturers
implementing mobile blocking
Sept. 2015
298 M devices
(2016)
Apple projection based on Q1 2016 and Q4 2015 figures. Asus projection drawn from Asus Q4 investor briefing. Samsung projection drawn from Gartner estimate.
UC Browser figure drawn from SEC filing from owning company Alibaba in 2015.
Apple

15. ver 9.9.2
Aug. 2014
100s of millions of users
(2016)
Mobile browser(s)
with blocking by default
Device manufacturers
implementing mobile blocking
Sept. 2015
298 M devices
(2016)
Apple projection based on Q1 2016 and Q4 2015 figures. Asus projection drawn from Asus Q4 investor briefing. Samsung projection drawn from Gartner estimate.
UC Browser figure drawn from SEC filing from owning company Alibaba in 2015.
Apple
ver 9.9.2
Aug. 2014
UC Browser

16. ver 9.9.2
Aug. 2014
100s of millions of users
(2016)
Samsung
Jan. 2016
320 M
devices (2015)
Sept. 2015
298 M devices
(2016)
Apple projection based on Q1 2016 and Q4 2015 figures. Asus projection drawn from Asus Q4 investor briefing. Samsung projection drawn from Gartner estimate.
UC Browser figure drawn from SEC filing from owning company Alibaba in 2015.
Mobile browser(s)
with blocking by default
Device manufacturers
implementing mobile blocking
AppleUC Browser

17. ver 9.9.2
Aug. 2014
100s of millions of users
(2016)
Samsung
Jan. 2016
320 M
devices (2015)
ASUS
Dec. 2015
30 M
devices (2016)
excluding China
Mobile browser(s)
with blocking by default
Device manufacturers
implementing mobile blocking
Sept. 2015
298 M devices
(2016)
Apple projection based on Q1 2016 and Q4 2015 figures. Asus projection drawn from Asus Q4 investor briefing. Samsung projection drawn from Gartner estimate.
UC Browser figure drawn from SEC filing from owning company Alibaba in 2015.
User-installation required Pre-installed by manufacturer
UC Browser Apple

18. Mobile Adblocking Landcape

19. ver 9.9.2
Aug. 2014
100s of millions of users
(2016)
Samsung
Jan. 2016
320 M
devices (2015)
ASUS
Dec. 2015
30 M
devices (2016)
excluding China
Mobile browser(s)
with blocking by default
Device manufacturers
implementing mobile blocking
Sept. 2015
298 M devices
(2016)
Apple projection based on Q1 2016 and Q4 2015 figures. Asus projection drawn from Asus Q4 investor briefing. Samsung projection drawn from Gartner estimate.
UC Browser figure drawn from SEC filing from owning company Alibaba in 2015.
User-installation required Pre-installed by manufacturer
only 4.5 M
downloads
will it launch?
may be similar
to iOS?UC Browser Apple

20. The Next Wave is Mobile
UC Browser
Owned by Alibaba
Most popular mobile browser in India
Rapid adoption across China,
Indonesia, and Russia

21. Per country
(Mobile browser that blocks by default)
Saudi Arabia: 2.9 M
UAE: 1.0 M
Egypt: 0.8 M

22. In-app advertising
is no longer
immune

24. Male
Adblock user
}
but increasing
across all
demographics
Millennial
Educated

25. EPIC IMAGE
OF SECURITYSECURITY

26. Why people use adblock
SECURITY
INTERRUPTION
PRIVACY
BANDWIDTH
(ON MOBILE)
PAGE SPEED

27. THE
GOOD NEWS

28. ARID
WASTELAND

29. A NEW DAWN

30. AD SERVING TECHNOLOGY
THAT CAN NOT BE
CIRCUMVENTED BY
ADBLOCKERS*
*PageFair Tech

31. Fighting Adblock Since 2010

32. Fighting Adblock Since 2010

33. Fighting Adblock Since 2010

34. 13B+ pageviews / month
Fighting Adblock Since 2010

35. WE CAN
SHOW ADS
ON THE
BLOCKED WEB

36. LISTENto the users

37. SECURITY
INTERRUPTION
PRIVACY
BANDWIDTH
(ON MOBILE)
PAGE SPEED
Why people use adblock

38. FIXthe problems

39. MEMBERS

40. SERVEyour ads

41. $720mprojected new revenue over the next 12 months

42. SERVE
respectful ads that
cannot be tampered
with by adblock
LISTEN
to users and their grievances
FIX
privacy, security
UX, bandwidth
PageFair’s 3 steps to solving Adblocking

43. THANK YOU
matthew@pagefair.com

44. Matthew Cortland
Head of Communications
@mattcortland @pagefair