1) Ad blocking is no longer the main issue - ad filtering, which allows some non-intrusive ads through an independent committee, is now more prevalent with over 150 million users. 2) Younger people and those with more education are more likely to use ad blockers. However, ad filterers still purchase items online and some have clicked on relevant ads in the past. 3) There are two main types of users - Suzie is selective and open to some ads but wants control, while Fred finds many ads annoying and disruptive. Going after these ad filterer audiences could be an attractive and achievable option for companies.

1. Ad blocking is dead
… long live ad filtering
Ben Williams
Director of Advocacy

2. How did we get here?

3. “Unethical, highway robbers, mafia, little piss ants,
people with funny walks who are individually irrelevant,
immoral, mendacious coven of techie wannabes”
- Randall Rothenberg, IAB

4. 1 billion
people
block ads
* Source: GWI Q3 2017

5. Scorched earth
ad blocking

7. Users began ad blocking, together we’ll fix it
Normal user Ad filterer
Anzeige
Anzeige

8. Ad blocking filtering + independent
committee

9. What was the result of the war?

10. Massive reach
150,000,000

11. Reach … to the right places

12. Massive reach … in the right places

13. Not surprisingly, ad blocking continues to be far more prevalent
among younger people. This year, 41.1% of millennials will use ad
blockers, eMarketer estimates.“
”PageFair says 45% of ad blocker users it surveyed had
attained a bachelor's degree or higher versus 30% across
the US Census

14. Education

15. Income

16. Purchase behavior after seeing an ad

17. Online spending

18. Suzie doesn’t mind seeing a few ads, as long as they’re not too
annoying or intrusive. She’s either clicked on relevant ads before, or
discovered brands or products through ads seen online or on TV.
Siouxsie Selective
Age Range
16-34 (avg 31)
Gender Split (M/F)
59/41
Employment Status
Self-Employed
Living Context
Urban
Education
Postgrad Degree
Income
Top 10%
Online Purchases
Over 88% more likely to
make online purchases

19. Fred blocks ads because there are too many, or they’re too
annoying or irrelevant. He thinks many ads are too intrusive, or take
up too much screen space. He doesn’t mind seeing some ads, if
they’re not disruptive.
Fred Frustrated
Age Range
16-34 (avg 27)
Gender Split (M/F)
59.3/40.7
Employment Status
Student
Living Context
Urban
Education
In Postgrad
Income
Mid 50%
Online Purchases
Over 104% more likely to purchase
things like clothes, laptops, films,
music, and more online

20. Ad-filtering
ecosystem
✅ Attractive
❓Achievable

21. OK, so what are my options?

22. Option 1

23. Go get ‘em

24. To sum up … 1. Ad filtering is the new
ad blocking
2. Attractive audience
3. Achievable audience