A Consumer Right
Roi Carthy | CMO, Shine
firstname.lastname@example.org | @roi
Presented at the European Union Parliament
by Invitation of Josef Weidenholzer, MEP
Expertise: Cybersecurity & Whitehat Hacking. Founded: To Reinvent The Anti-Virus.
Ad Tech Impacts A Lot More People Than Viruses.
Ad Tech is Abusive
To the User Experience. To the Network.
At Shine We Believe
That Consumers Have an Unalienable Right to Block Ads.
Ad Tech (Mostly) Doesn’t Agree
Adware is Malware with a Legal Team.
Ad Tech is Abusive to the User Experience & Network
Impact on Battery Life:
Impact on Data:
Mobile Ad Blocking
With Ads With Mobile
Why is Desktop Ad Blocking Hockey-Sticking?
The ‘Free Content for
Ad-Support’ Deal Has Been
Ad Tech is Unchecked. Consumers Don’t Have a Say.
JUN 2009 JUN 2010 JUN 2011 JUN 2012 JUN 2013 JUN 2014
Factors That Are Propelling Ad Blocking
Volume & Intrusive Behavior
Firefox & Chrome
Consumers Aren’t Blocking for the Sake of Blocking
They’re Blocking How Ads
This Isn’t an Arbitrary Act. What Should Ad Tech
Take Away From This?
If Ad Blocking on Desktop is Chapter 1...
Ad Blocking on Mobile is Chapter 2.
Ad Blocking on Mobile is a Must
Mobile Form-Factor = More Intrusive Ads:
Ads: Much more disruptive to user-experience. Tracking: Much more personal.
Why Hasn’t Mobile Ad Blocking Exploded?
Apple & Google:
Tight OS Control. Tight App Distribution Control.
Carriers Enter the Game. Apple Enters the Game.
Even Google is Second Guessing
Google CEO, Larry Page:
“Part of it is the industry needs to do better at producing ads that are less annoying and that are quicker to
load, and all those things. And I think we need to do a better job of that as an industry.”
Consumer Champion Strategies
Can Roll-Out Ad Blocking at Scale