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Alternative view of lifecycle of a media impression terence kawaja

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this is an alternative depiction of the lifecycle of a media impression; it is more accurate because ad blocking should subtract only from the human subset of the population. fraud bots dont use ad blocking - because they want the ad to load.

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Alternative view of lifecycle of a media impression terence kawaja

  1. 1. September 2016 / Page 0marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou ALT: “lifecycle of a media impression” Total Human Users – 115 million Visitors (U.S. Only) U.S. Internet – 285 million Source: eMarketer 2016 estimate Source: Distil Networks 2015 Adblock Users – 45 million Source: PageFair / Adobe 2015 “subtracting adblocking humans, your open exchange programmatic ads are being served to a population that is disproportionally non-human.” Non-Human Traffic (NHT) – 60% HUMAN VISITORS – 40% ads served “fraud sites” “sites w/ questionable practices” “good guys” Websites 3% Invalid traffic (IVT) caught by industry lists 39% Ad blocking humans 71% 29% Source: 59% bots Distil Networks May 2015 Source: 56% bots Incapsula Dec 2014 Source: 56% bots Solve Media Jan 2015

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