1. This document discusses the rise of ad blocking and issues caused by excessive advertising such as page clutter, experience interruption, and decline in audience goodwill. 2. It proposes that the need to monetize has led publishers to unrestrained advertising, which has in turn led users to adopt ad blocking. 3. The solution proposed is for the ad industry to listen to users' grievances, serve respectful ads that can't be blocked and respect users' privacy, experience, security and bandwidth.

1. @johnnyryan / @PageFair

2. 200 M
100 M
mid 2009 mid 2011 mid 2013 mid 2015
50 M
25 M
Global

3. 50.6 million monthly active
users in Q2 2016
18% adblock penetration

4. 30 M
Q2 2016Q4 2015Q4 2013 Q2 2014 Q4 2014 Q2 2015
50 M

5. Linear. Not
exponential.

6. NOT THE
“ADPOCALYPSE”

7. ADBLOCKING
IS LIKE
CLIMATE CHANGE

9. CRISIS OF THE
COMMONS

10. ADTECH IS
FOCUSED ON
SHORT TERM
WINS.

11. The need to monetize has
led to unrestrained
advertising.
Increase in ad volume and page clutter.
Increase in experience interruption.
Increase in data snooping.
Decline in audience goodwill,
Decline in attention to ads,
Decline in trust.
Advertising blocking by users
2
1 3
4

12. 2013 2014 2015
The cost of ad blocking
PageFair and Adobe 2015 Ad Blocking Report

13. 2016
2016

15. Per country
(mobile browser that blocks by default)

16. In-app advertising
is no longer
immune

18. Why people block
(no order)
•Ads obscure content.
•Privacy.
•Bandwidth.
•Security.
•Because they can.

19. The “Blab-Off” TV remote control. 1952.

22. 80%learn about ad blocking from
friends / web / social media

23. THE
GOOD NEWS

24. AD SERVING
TECHNOLOGY
THAT CAN NOT BE
CIRCUMVENTED BY
ADBLOCKERS

25. ARID
WASTELAND

26. A NEW DAWN

27. 61%
67% 67%
% of adblock users who express a
willingness to view each format
Popover Video non-
skippable
mid-roll
Display with
audio
Video non-
skippable
pre-roll
Interstitial Animated
display
Video
skippable
mid-roll
Video
skippable
pre-roll
Still image Text
0%
30%
60%

28. Listen Fix SERVE
to users’
grievances.
respectful ads that
can not be
tampered with by
adblockering.
privacy,
UX,
security, &
bandwidth.
PageFair’s 3 Steps to Solving Adblocking

30. The Blocked Web
No clutter. No bots.

31. SOLVES THE
CMO’S THREE TERRIBLE
PROBLEMS IN DIGITAL
WEB CLUTTER
AD FRAUD
VERSATILITY

32. #1
solves
Web Clutter

33. ATTENTION V ADVERTISING
SCARCE
ATTENTION
OVER-ABUNDANT
ADVERTISING

34. ABUNDANT
ATTENTION
SCARCE
ADVERTISING
ATTENTION V ADVERTISING

35. #2
solves
Ad Fraud

36. Attention = PLENTIFUL.
Adblock user
Ads = SCARCE.

37. Attention = PLENTIFUL.
Adblock user
Ads = SCARCE.
Definitely human.

38. #3
solves
Versatility

39. Most normal
Web users BTL
ATL
AWARENESS
CONSIDERATION
INTENTION
PURCHASE
66% of online advertising is performance advertising, according to IAB/PwC Internet Ad Revenue Report, HY 2015

40. Adblock
users BTL
ATL
AWARENESS
CONSIDERATION
INTENTION
PURCHASE

41. Normal Web

42. Blocked Web
Normal Web

43. Zero clutter
Zero fraud bots
Normal Web
Severe clutter
Fraud
Blocked Web
NOW

44. Normal Web Blocked Web
Future

45. TIME TO ENGAGE
WITH THE
BLOCKED WEB

46. 1. Publishers - not advertisers - feel the
most pain.
2.But consumer pain is real too.
3.Three steps: Listen, Fix, then Serve.
4.It is time to engage with the Blocked
Web.
Summary