1. The growth of ad blocking is driven by unrestrained advertising that has led to increased page clutter, interruptions, and data collection, causing a decline in user trust and attention to ads. 2. Ad blocking is more akin to climate change than an "adpocalypse," growing gradually due to these issues rather than suddenly. 3. Principles are needed to guide the next 20 years of online advertising, including publishers feeling the consequences of bad ads, rather than just advertisers, and prioritizing long-term sustainability over short-term gains.

1. Dr JOHNNY RYAN

2. Background: created the technology to
enable huge multiplayer games.
Was used in many games like...
pre-2012

3. PageFair team working
on adblocking since
2010. Established
PageFair in 2012.

4. 9 of the
ComScore 25
use our products

5. 11,802,837,822
measured pageviews
last 30 days

6. The cost of ad blocking
PageFair and Adobe 2015 Ad Blocking Report

7. 82% growth in the last year
12 million monthly active
users in Q2 2015
21% adblock penetration

8. 12 M
6 M
Aug 2013 Jun 2015Jan 2015Jan 2014 Jul 2015

9. 12 M
6 M
Aug 2013 Jun 2015Jan 2015Jan 2014 Jul 2015

10. Linear. Not
exponential.

11. NOT THE
“ADPOCALYPSE”

12. ADBLOCKING
IS LIKE
CLIMATE CHANGE

14. ADTECH FOCUSES
ON SHORT TERM
WINS.

15. WILL YOUR NEXT
CAMPAIGN DO THIS?

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

17. 80%learn about ad blocking from
friends / web / social media

18. EU:
IE
18%
GB
20% DK
23%
DE
25%
NL
14%
BE
12%
FR
10%
ES
16%
PT
21%
CH
11%
PL
35%
LT
19%
LV
15%
EE
25%
FI
19%
SE
25%
IT
13%
HR
19%
RO
18% BG
16%
SK
9%
CZ
11%
HU
23%
SI
20%
GR
38%AT
21%
10-38%

19. Why people block
•Ads obscure content.
•Privacy.
•Bandwidth.
•Slow website load.
•Because they can.

20. 200 M
100 M
mid 2009 mid 2011 mid 2013 mid 2015
50 M
Ad block users
source:
PageFair

21. $1.4B
$2B
$2.9B
$4.1B
$5.9B
200 M
100 M
mid 2009 mid 2011 mid 2013 mid 2015
50 M
Ad block users
Digital video ad spend
$7.7B
source:
PageFair
eMarketer

22. “Engrossing”
Cory Doctorow, BoingBoing
“Understanding the trends driving this revolution is
pivotal to success.Consider this book your road map”
Marc Benioff, CEO of Salesforce
“An immensely important book”
Kevin O'Sullivan, Editor of The Irish Times
“Enormously useful ...a great read”
Tim Wu, Columbia Law School
“The best western history of the Internet to date”
Library Journal
“Captures the sweep of the Internet’s development”
Jonathan Zittrain, Harvard Law School

23. THE BIG
PICTURE

24. The need to monetize has
led to unrestrained
advertising.
1

25. The need to monetize has
led to unrestrained
advertising.
Increase in ad volume and page clutter.
Increase in experience interruption.
Increase in data snooping.
2
1

26. 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.
2
1 3

27. 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

28. FIRST 20
YEARS OF ADS
ON THE WEB
= A DISASTER

29. DATA, DONE
WRONG, IS A TRAP
@johnnyryan

30. @johnnyryan

31. @johnnyryan

32. @johnnyryan

33. Latanya Sweeney
Professor of Government
and Technology at the
Harvard University School
of Government
@johnnyryan

34. @johnnyryan

35. 0%
30%
60%
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 display
% of people who do block ads
who expressed some willingness to view ads
61%
67% 67%

36. Principles needed
For the next 20 years of the Web

38. 1. Publishers - not advertisers - feel the
pain.
Summary

39. 1. Publishers - not advertisers - feel the
pain.
2.Not adpocalypse. Climate Change.
Summary

40. 1. Publishers - not advertisers - feel the
pain.
2.Not adpocalypse. Climate Change.
3.Ad blocking caused by bad ads
Summary

41. 1. Publishers - not advertisers - feel the
pain.
2.Not adpocalypse. Climate Change.
3.Ad blocking caused by bad ads
4.Bad ads driven by short term
thinking.
Summary

42. 1. Publishers - not advertisers - feel the
pain.
2.Not adpocalypse. Climate Change.
3.Ad blocking caused by bad ads
4.Bad ads driven by short term
thinking.
5.Stop thinking short term.
Summary

43. johnny@pagefair.com
@johnnyryan