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adblock IS A boycOTT
David Carroll MFA
@profcarroll
Associate Professor of Media Design
An epic failure of Big Data and UX...
200,000,000 people
block the ads.
THE Biggest boycott
in human history.
— Doc searls
David Carroll (@profcarroll) Adblock is a boycott.
if marketers had
been measuring
the market,
they would have
seen this coming.
— Doc searls
David Carroll (@profcarroll) Ad...
» What is it?
» How did it happen?
» Why did it happen?
» What is happening now?
» What happens next?
» What can we do abo...
6
Idiocracy (2006) Directed by Mike Judge
7
Minority Report (2002) Directed by Steven Spielberg
Mad Men, Season 7 (2014) Created by Matthew Weiner
David Carroll (@profcarroll) Adblock is a boycott.
David Carroll (@profcarroll) Adblock is a boycott.
David Carroll (@profcarroll) Adblock is a boycott.
creepy
ads
👣
David Carroll (@profcarroll) Adblock is a boycott.
lost
trust
💔
13
https://theconversation.com/think-youre-reading-the-news-for-free-new-research-shows-youre-likely-paying-with-your-priv...
https://theconversation.com/think-youre-reading-the-news-for-free-new-research-shows-youre-likely-paying-with-your-privacy...
© LUMA Partners LLC 2015
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Excha...
16
Performance
Video / Rich Media
Targeted Networks / AMPs
Vertical / Custom
Mobile
Publisher
Tools
Data Suppliers
Ad Serv...
David Carroll (@profcarroll) Adblock is a boycott.
18
David Carroll (@profcarroll) Adblock is a boycott.
WTF?
David Carroll (@profcarroll) Adblock is a boycott.
David Carroll (@profcarroll) Adblock is a boycott.
David Carroll (@profcarroll) Adblock is a boycott.
MY CREDIT SCORE?
David Carroll (@profcarroll) Adblock is a boycott.
dirty
little
secrets
🔎
“it’s one of the dodgiest companies around
they have the biggest data of all, and make it available in anyway you like
as ...
The Online Advertising Ecosystem
12 34
Anonymizing
network or proxy
Service-oriented
media companies that
do campaign mana...
Source: comScore and Sourcepoint
) * + , - . /
⛔ Ad Blocking ADOPTION RATES BY COUNTRY
5%
10%
15%
20%
25%
30%
30%
28%
16%1...
20%
40%
60%
80%
100%
Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
8%9%9%9%
13%
20%
7%8%8%8%11%16%
US UK
) *
⛔...
Source: comScore and Sourcepoint
1.5%
3%
4.5%
6%
7.5%
9%
US UK NL ES CA DE FR CN IN
+ , - . /) * 6 7
⛔📲 Mobile Ad Blocking...
Popovers
Non-skippable mid roll
Display ads with audio
Non-skippable pre-roll
Interstitials
Animated display ads
Skippable...
Not annoying
Respects my privacy
Loads faster
Relevant ad content
Nothing, I will always block ads
20% 40% 60% 80%
21%
42%...
Source: Pew Research Center
20%
40%
60%
80%
Cleared cookies Deleted/edit post Disable browser cookies
32%
17%
42%
37%
24%
...
Zang J, Dummit K, Graves J, Lisker P, Sweeney L. Who Knows What About Me? A Survey of Behind the Scenes Personal Data Shar...
http://recode.net/2015/10/07/mossberg-the-real-trouble-with-web-ads/ http://adage.com/article/datadriven-marketing/behavio...
http://digiday.com/publishers/publishers-data-trackers/
https://twitter.com/jason_kint/status/571399641469730817
http://www.theawl.com/2015/09/welcome-to-the-block-party
http://www.nytimes.com/interactive/2015/10/01/business/cost-of-mo...
35
http://recode.net/2015/09/24/advertising-2-0-a-call-to-think/
http://www.bloomberg.com/features/2015-click-fraud/
doc searls
on
SHOSHANA
ZUBOFF
👁
David Carroll (@profcarroll) Adblock is a boycott.
David Carroll (@profcarroll) Adblock is a boycott.
Randall
rothenBerg's
lame
mea-culpa
😒
David Carroll (@profcarroll) Adblock is a boycott.
Industry’s
broken
opt-out
🕳
http://idlewords.com/talks/what_happens_next_will_amaze_you.htm
- Maciej Ceglowski
http://www.courthousenews.com/2016/03/16/facebook-mines-data-off-cancer-sites-users-say.htm?linkId=22651719
David Carroll ...
David Carroll (@profcarroll) Adblock is a boycott.
the people
vs.
facebook
👥
http://fortune.com/2015/11/12/media-platforms/
https://ar.al/notes/the-nature-of-the-self-in-the-digital-age/
the people
v...
http://www.technologyreview.com/featuredstory/543311/the-ad-blocking-kingpin-reshaping-the-web-as-he-prefers-it/
David Car...
● ●
●
●
●
●
●
0
2000
4000
6000 2012−01
2012−07
2013−01
2013−07
2014−01
2014−07
2015−01
NumberofFilters
Filter
Category
Res...
http://thankyouforadblocking.com
safe ads?
💣
http://thankyouforadblocking.com
David Carroll (@profcarroll) Adblock is a boycott.
safe ads?
💣
https://theintercept.com/2015/11/12/edward-snowden-explains-how-to-reclaim-your-privacy/
http://www.wired.com/2015/11/court-says-tracking-web-histories-can-violate-wiretap-act/ http://www.cnbc.com/2015/11/09/pri...
https://twitter.com/ashk4n/status/714889287133691905David Carroll (@profcarroll) Adblock is a boycott.
gaping
security
fla...
The Matrix (1999) Directed by The Wachowski Brothers
Where is this headed?
what now?
» Will big platforms swallow up
publishing, advertising, and
audiences in one gulp?
» Will...
privacy is not
only the right
to keep a secret.
David Carroll (@profcarroll) Adblock is a boycott. Big Data + UX Meetup at...
privacy is not
only the right
OF SECLUSION…
David Carroll (@profcarroll) Adblock is a boycott. Big Data + UX Meetup at Piv...
privacy is the right
to construct your
own identity.
David Carroll (@profcarroll) Adblock is a boycott. Big Data + UX Meet...
privacy is the right
to own to your own
identity.
David Carroll (@profcarroll) Adblock is a boycott. Big Data + UX Meetup ...
privacy by design.
big data rights.
David Carroll (@profcarroll) Adblock is a boycott. Big Data + UX Meetup at Pivotal Labs
David Carroll (@profcarroll) Adblock is a boycott.
Latest stakeholder plan:
how to solve it?
» Let people complain
about a...
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Adblock is a boycott: The failure of Big Data to see it coming. Version 2.0. Big Data + UX Meetup

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As the value of online digital ads races to the bottom, we're left wondering if it's become just another form of spam, something that software should filter out. Indeed, some say adblocking is the biggest boycott ever known with 200 million people blocking the ads and growing. What caused this backlash against the business model that was supposed to fund free content on the Web? How has data been misused to trigger an abusive relationship between businesses and consumers? What's the prognosis for a marketplace that industry insiders are increasingly admitting might be "subprime?" What if it's about to be substantially reshaped by market forces, shifting social attitudes about personal data collection, and looming regulatory changes on privacy and data protection?

David Carroll will tackle these topics and more at the next UX + Data Meetup. David is the associate professor of media design at Parsons School of Design where he teaches in the MFA Design and Technology program. He is also a recovering entrepreneur whose failed startup was an AI brain learning pop culture through digital magazine archives. He's on Twitter and Medium as @profcarroll

Adblock is a boycott: The failure of Big Data to see it coming. Version 2.0. Big Data + UX Meetup

  1. 1. adblock IS A boycOTT David Carroll MFA @profcarroll Associate Professor of Media Design An epic failure of Big Data and UX and other perils of Surveillance Capitalism April 7, 2016 version 2.0 Fair use rights reserved. Big Data + UX Meetup at Pivotal Labs
  2. 2. 200,000,000 people block the ads.
  3. 3. THE Biggest boycott in human history. — Doc searls David Carroll (@profcarroll) Adblock is a boycott.
  4. 4. if marketers had been measuring the market, they would have seen this coming. — Doc searls David Carroll (@profcarroll) Adblock is a boycott.
  5. 5. » What is it? » How did it happen? » Why did it happen? » What is happening now? » What happens next? » What can we do about it? TALK Agenda Is the adtech industrial complex a subprime market on the verge of collapse? David Carroll (@profcarroll) Adblock is a boycott. 📈💸📉 Big Data + UX Meetup at Pivotal Labs
  6. 6. 6 Idiocracy (2006) Directed by Mike Judge
  7. 7. 7 Minority Report (2002) Directed by Steven Spielberg
  8. 8. Mad Men, Season 7 (2014) Created by Matthew Weiner
  9. 9. David Carroll (@profcarroll) Adblock is a boycott.
  10. 10. David Carroll (@profcarroll) Adblock is a boycott.
  11. 11. David Carroll (@profcarroll) Adblock is a boycott. creepy ads 👣
  12. 12. David Carroll (@profcarroll) Adblock is a boycott. lost trust 💔
  13. 13. 13 https://theconversation.com/think-youre-reading-the-news-for-free-new-research-shows-youre-likely-paying-with-your-privacy-49694
  14. 14. https://theconversation.com/think-youre-reading-the-news-for-free-new-research-shows-youre-likely-paying-with-your-privacy-49694 David Carroll (@profcarroll) Adblock is a boycott. wild west 🐂
  15. 15. © LUMA Partners LLC 2015 Performance Video / Rich Media Targeted Networks / AMPs Horizontal Vertical / Custom Mobile ExchangesDSPs Publisher Tools Data Suppliers Ad Servers DMPs and Data Aggregators Measurement and Analytics Creative Optimization Agency Trading Desks Ad Networks Media Planning and Attribution Verification / Privacy Ad Servers Retargeting Media Mgmt Systems and Operations Sharing Data / Social Tools SSPs DISPLAY LUMAscape M A R K E T E R P U B L I S H E R C O N S U M E R i Tag Mgmt Agencies Denotes acquired company Denotes shuttered company Source: Lunascape by LUMA Partners
  16. 16. 16 Performance Video / Rich Media Targeted Networks / AMPs Vertical / Custom Mobile Publisher Tools Data Suppliers Ad Servers DMPs and Data Aggregators Measurement and Analytics Creative Optimization Media Planning and Attribution Verification / Privacy Ad Servers Retargeting SSPs Tag Mgmt Source: Lunascape by LUMA Partners
  17. 17. David Carroll (@profcarroll) Adblock is a boycott.
  18. 18. 18 David Carroll (@profcarroll) Adblock is a boycott.
  19. 19. WTF? David Carroll (@profcarroll) Adblock is a boycott.
  20. 20. David Carroll (@profcarroll) Adblock is a boycott.
  21. 21. David Carroll (@profcarroll) Adblock is a boycott.
  22. 22. MY CREDIT SCORE? David Carroll (@profcarroll) Adblock is a boycott. dirty little secrets 🔎
  23. 23. “it’s one of the dodgiest companies around they have the biggest data of all, and make it available in anyway you like as long as you pay” — anonymous adtech insider David Carroll (@profcarroll) Adblock is a boycott. dirty little secrets 🔎
  24. 24. The Online Advertising Ecosystem 12 34 Anonymizing network or proxy Service-oriented media companies that do campaign management and audience extension Both premium and long- tail sites and networks Measured impressions Network and Exchanges Buyer of Media Placements ADVERTISER OR AGENCY SOURCES OF BOTS Bot Script PHANTOM LAYER Phantom Websites Sold as clicks, views, video plays, or social media likes Botnet Large PPC Network Impression Handlers (platforms and exchanges) Anonymizing Search Engine Traffic Audience Extension or Other Supplier Network Secondary Phantom Site Ad Ad Ad Ad Broker of Traffic BROKER Buyer and Reseller of Traffic and Clicks PUBLISHER Seller of Traffic Provides what the broker requests, often clicks SUPPLIER Phantom Layer Traffic Mixes with Legitimate Traffic Publisher Publisher Networks Exchanges Verification Service Work to Keep Fraud Out of the System5 https://digitalcontentnext.org/blog/2015/09/28/2015-dcn-bot-benchmark-report-what-makes-a-publisher-premium/David Carroll (@profcarroll) Adblock is a boycott. fraud BOTS 🤖
  25. 25. Source: comScore and Sourcepoint ) * + , - . / ⛔ Ad Blocking ADOPTION RATES BY COUNTRY 5% 10% 15% 20% 25% 30% 30% 28% 16%16%16% 13% 12% David Carroll (@profcarroll) Adblock is a boycott.
  26. 26. 20% 40% 60% 80% 100% Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+ 8%9%9%9% 13% 20% 7%8%8%8%11%16% US UK ) * ⛔ Ad Blocking ADOPTION RATES BY AGE 👨👩 👴👱 👩 👵 Source: comScore and Sourcepoint David Carroll (@profcarroll) Adblock is a boycott.
  27. 27. Source: comScore and Sourcepoint 1.5% 3% 4.5% 6% 7.5% 9% US UK NL ES CA DE FR CN IN + , - . /) * 6 7 ⛔📲 Mobile Ad Blocking ADOPTION RATES BY Country David Carroll (@profcarroll) Adblock is a boycott.
  28. 28. Popovers Non-skippable mid roll Display ads with audio Non-skippable pre-roll Interstitials Animated display ads Skippable mid roll Skippable pre roll Test display ads Still image ads 22.5% 45% 67.5% 90% 33% 33% 39% 55% 61% 71% 73% 78% 81% 83% Source: PageFair % of Respondents who are “completely Unwilling” to view various types of ads ⛔🚫 👍 👎 🖕 David Carroll (@profcarroll) Adblock is a boycott.
  29. 29. Not annoying Respects my privacy Loads faster Relevant ad content Nothing, I will always block ads 20% 40% 60% 80% 21% 42% 53% 57% 71% Source: AdBlock Plus Which requirements would be sufficient to allow ads?⛔⚙ 🚫 🎯 ⚡ 👁 🕶 David Carroll (@profcarroll) Adblock is a boycott.
  30. 30. Source: Pew Research Center 20% 40% 60% 80% Cleared cookies Deleted/edit post Disable browser cookies 32% 17% 42% 37% 24% 56% 41% 39% 70% 49% 71% 74% 18-29 30-49 50-64 65+ % of adult internet users who have done the following as a result of privacy concerns 🚫❌📛 🍪 📝 ⛔👁 🍪 👦👧 👨👩 👴👵👱 👩👵👦 👨👱 David Carroll (@profcarroll) Adblock is a boycott.
  31. 31. Zang J, Dummit K, Graves J, Lisker P, Sweeney L. Who Knows What About Me? A Survey of Behind the Scenes Personal Data Sharing to Third Parties by Mobile Apps. Technology Science. 2015103001. October 30, 2015. http://techscience.org/a/2015103001 Who Knows What About Me? A Survey of Behind the Scenes Personal Data Sharing to Third Parties by Mobile Apps Jinyan Zang, Krysta Dummit, James Graves, Paul Lisker, and Latanya Sweeney Highlights • We tested 110 popular, free Android and iOS apps to look for apps that shared personal, behavioral, and location data with third parties • 73% of Android apps shared personal information such as email address with third parties, and 47% of iOS apps shared geo-coordinates and other location data with third parties • 93% of Android apps tested connected to a mysterious domain, safemovedm.com, likely due to a background process of the Android phone • We show that a significant proportion of apps share data from user inputs such as personal information or search terms with third parties without Android or iOS requiring a notification to the user Zang J, Dummit K, Graves J, Lisker P, Sweeney L. Who Knows What About Me? A Survey of Behind the Scenes Personal Data Sharing to Third Parties by Mobile Apps. Technology Science. 2015103001. October 30, 2015. http://techscience.org/a/2015103001 Sharing of sensitive data by Android apps (left) to domains (right) http://techscience.org/a/2015103001/David Carroll (@profcarroll) Adblock is a boycott. leaky apps 💧
  32. 32. http://recode.net/2015/10/07/mossberg-the-real-trouble-with-web-ads/ http://adage.com/article/datadriven-marketing/behavioral-advertising-crucial/291858/
  33. 33. http://digiday.com/publishers/publishers-data-trackers/ https://twitter.com/jason_kint/status/571399641469730817
  34. 34. http://www.theawl.com/2015/09/welcome-to-the-block-party http://www.nytimes.com/interactive/2015/10/01/business/cost-of-mobile-ads.html http://www.theawl.com/2015/09/welcome-to-the-block-party
  35. 35. 35 http://recode.net/2015/09/24/advertising-2-0-a-call-to-think/ http://www.bloomberg.com/features/2015-click-fraud/
  36. 36. doc searls on SHOSHANA ZUBOFF 👁 David Carroll (@profcarroll) Adblock is a boycott.
  37. 37. David Carroll (@profcarroll) Adblock is a boycott. Randall rothenBerg's lame mea-culpa 😒
  38. 38. David Carroll (@profcarroll) Adblock is a boycott. Industry’s broken opt-out 🕳
  39. 39. http://idlewords.com/talks/what_happens_next_will_amaze_you.htm - Maciej Ceglowski
  40. 40. http://www.courthousenews.com/2016/03/16/facebook-mines-data-off-cancer-sites-users-say.htm?linkId=22651719 David Carroll (@profcarroll) Adblock is a boycott. cancer. 🚬
  41. 41. David Carroll (@profcarroll) Adblock is a boycott. the people vs. facebook 👥
  42. 42. http://fortune.com/2015/11/12/media-platforms/ https://ar.al/notes/the-nature-of-the-self-in-the-digital-age/ the people vs. facebook
  43. 43. http://www.technologyreview.com/featuredstory/543311/the-ad-blocking-kingpin-reshaping-the-web-as-he-prefers-it/ David Carroll (@profcarroll) Adblock is a boycott. choose An adblocker wisely. 🚫
  44. 44. ● ● ● ● ● ● ● 0 2000 4000 6000 2012−01 2012−07 2013−01 2013−07 2014−01 2014−07 2015−01 NumberofFilters Filter Category Restricted Blocking Unrestricted Sitekey Added Sedo Sitekey Whitelist Released in ABP 2.0 Added Reddit Added Conversion Tracking for DoubleClick Added Google Search ads Added About.com Added Unrestricted AdSense for Search Figure 3: The growth of the Acceptable Ads whitelist. The whitelist has grown steadily since its introduction in 2011. On average, this filter list is updated every 1.5 days, adding or modifying 11.4 exception filters. The most recent version (Rev. 988 on April 28, 2015) includes 5,936 filters. Among these are exceptions for domain parking services, conversions tracking, and third-party ad networks. 3. ACCEPTABLE ADS In May 2011, Adblock Plus’s creator, Wladimir Palant, outlined Eyeo’s practices have incensed some publishers to such a degree that they have accused the company of “extortion” and “shaking
  45. 45. http://thankyouforadblocking.com safe ads? 💣
  46. 46. http://thankyouforadblocking.com David Carroll (@profcarroll) Adblock is a boycott. safe ads? 💣
  47. 47. https://theintercept.com/2015/11/12/edward-snowden-explains-how-to-reclaim-your-privacy/
  48. 48. http://www.wired.com/2015/11/court-says-tracking-web-histories-can-violate-wiretap-act/ http://www.cnbc.com/2015/11/09/privacy-will-hit-tipping-point-in-2016.html http://www.mondaynote.com/2015/11/09/ad-blockers-will-change
  49. 49. https://twitter.com/ashk4n/status/714889287133691905David Carroll (@profcarroll) Adblock is a boycott. gaping security flaws 😱
  50. 50. The Matrix (1999) Directed by The Wachowski Brothers
  51. 51. Where is this headed? what now? » Will big platforms swallow up publishing, advertising, and audiences in one gulp? » Will adtech and media buying show any restraint? » Will publishers sell direct? » Will people recapture their privacy? David Carroll (@profcarroll) Adblock is a boycott. 🔮 Big Data + UX Meetup at Pivotal Labs
  52. 52. privacy is not only the right to keep a secret. David Carroll (@profcarroll) Adblock is a boycott. Big Data + UX Meetup at Pivotal Labs
  53. 53. privacy is not only the right OF SECLUSION… David Carroll (@profcarroll) Adblock is a boycott. Big Data + UX Meetup at Pivotal Labs
  54. 54. privacy is the right to construct your own identity. David Carroll (@profcarroll) Adblock is a boycott. Big Data + UX Meetup at Pivotal Labs
  55. 55. privacy is the right to own to your own identity. David Carroll (@profcarroll) Adblock is a boycott. Big Data + UX Meetup at Pivotal Labs
  56. 56. privacy by design. big data rights. David Carroll (@profcarroll) Adblock is a boycott. Big Data + UX Meetup at Pivotal Labs
  57. 57. David Carroll (@profcarroll) Adblock is a boycott. Latest stakeholder plan: how to solve it? » Let people complain about advertising. » More brand ads, less ad spam. » Target by placement, not eyeballs, solving privacy/security issues. » Measure satisfaction, not eyeballs and clicks. http://on.recode.net/1RYZjl6
  • DianSoraya

    Aug. 14, 2016
  • gbixby21

    Apr. 8, 2016
  • hirshfield

    Apr. 8, 2016

As the value of online digital ads races to the bottom, we're left wondering if it's become just another form of spam, something that software should filter out. Indeed, some say adblocking is the biggest boycott ever known with 200 million people blocking the ads and growing. What caused this backlash against the business model that was supposed to fund free content on the Web? How has data been misused to trigger an abusive relationship between businesses and consumers? What's the prognosis for a marketplace that industry insiders are increasingly admitting might be "subprime?" What if it's about to be substantially reshaped by market forces, shifting social attitudes about personal data collection, and looming regulatory changes on privacy and data protection? David Carroll will tackle these topics and more at the next UX + Data Meetup. David is the associate professor of media design at Parsons School of Design where he teaches in the MFA Design and Technology program. He is also a recovering entrepreneur whose failed startup was an AI brain learning pop culture through digital magazine archives. He's on Twitter and Medium as @profcarroll

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