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Q2 2017 Ad Blocking Update

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Ad blocking must be directly measured, not estimated from the number of downloads of ad blocking extensions or ad blocking mobile browsers. In mobile, due to app store rules, one app may not interfere with the operation of another app, which includes calling for ads. So unless users use an ad blocking browser or specifically configured proxy server, ads are NOT blocked in mobile. Our data confirms 100% of ads are loaded in mobile, in the U.S. And ad blocking may be irrelevant to advertisers because good publishers do not call for ads when an ad blocker is active (they respect consumers' wishes or they have asked them to whitelist the site).

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Q2 2017 Ad Blocking Update

  1. 1. June 11, 2017marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Q2 2017 Ad Blocking Update Marketing Science analyzed 1 billion pageviews from 20 top mainstream publishers in the U.S. and Canada. The data was directly measured with an on-site embed code during the month of May 2017. Mobile is mobile web; ads in-app cannot be blocked by other apps on the mobile device, because app-store policies prevent any app from interfering with the operation of another app, which includes calling for ads. (NOTE: specifically configured proxy apps can block ads from other apps; but their use is not widespread.) The methodology includes the following: • Could not be measured - on average 10% of the pageviews could not be measured for ad blocking (e.g. browser did not run javascript, measurement script blocked by ad blocker). • Bots must be scrubbed - on average, good publishers had 1 - 4% bots (NHT, IVT), which were scrubbed from the data. Bots do not block ads and therefore should not be counted. • Confirmed by direct measurement - of the remaining pageviews, ad blocking was measured by calling an ad – ad.gif, with standard dimensions – 300x250. The results were confirmed as “ad loaded” or “ad blocked.” Desktop and laptops were grouped together, and separated from Mobile (which includes smartphones and tablets). KEY FINDINGS 1. In the U.S. ad blocking in mobile is 0%; even though users have downloaded ad blocking browsers, they do not use them regularly. 2. Visitors to mainstream publishers have lower ad blocking than average, because publishers have asked them to whitelist their sites. 3. Ad blocking rates must be directly measured, and not approximated from the number of downloads of ad blocking extensions or browsers. 4. Ad blocking may be irrelevant to advertisers because the ads should not be called in the first place if ad blocking was on. This may not be the case with fraudulent “sites that carry ads.” 31% of pageviews desktop 69% of pageviews mobile 17% ad blocking on desktop (range was 6 – 21% blocking)

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