The document discusses the rise of ad blocking as a consumer right, emphasizing the negative impact of ad tech on user experience and network performance. It highlights the need for ad tech to adapt to consumer preferences, particularly regarding intrusive ads on mobile devices. Mobile ad blocking is seen as a crucial next step in addressing these issues, despite challenges posed by OS and app distribution controls.

1. Shine
Ad Blocking:
A Consumer Right
Roi Carthy | CMO, Shine
roi@getshine.com | @roi
Presented at the European Union Parliament
by Invitation of Josef Weidenholzer, MEP

2. Shine On!
Expertise: Cybersecurity & Whitehat Hacking. Founded: To Reinvent The Anti-Virus.

3. We Discovered
Ad Tech Impacts A Lot More People Than Viruses.

4. Ad Tech is Abusive
To the User Experience. To the Network.

5. At Shine We Believe
That Consumers Have an Unalienable Right to Block Ads.

6. Ad Tech (Mostly) Doesn’t Agree
Adware is Malware with a Legal Team.

7. Ad Tech is Abusive to the User Experience & Network
Impact on Battery Life:
Impact on Data:
%
Battery
Time
Mobile Ad Blocking
Extends Battery
Time By:
+10%
5-Min
Session
With Ads With Mobile
Ad Blocking
5MB 50KB
Gaming App

8. Why is Desktop Ad Blocking Hockey-Sticking?
The ‘Free Content for
Ad-Support’ Deal Has Been
Violated.
Ad Tech is Unchecked. Consumers Don’t Have a Say.
JUN 2009 JUN 2010 JUN 2011 JUN 2012 JUN 2013 JUN 2014
21M
Jan 2010
30M
Jan 2011
39M
Jan 2012
54M
Jan 2013
121M
Jan 2014
144M
Jun 2014
World

9. Factors That Are Propelling Ad Blocking
Ads:
Volume & Intrusive Behavior
Distribution:
Firefox & Chrome
Demographics:
Technology Embracing

10. Consumers Aren’t Blocking for the Sake of Blocking
They’re Blocking How Ads
Are Behaving.
This Isn’t an Arbitrary Act. What Should Ad Tech
Take Away From This?

11. If Ad Blocking on Desktop is Chapter 1...
Ad Blocking on Mobile is Chapter 2.

12. Ad Blocking on Mobile is a Must
Mobile Form-Factor = More Intrusive Ads:
Ads: Much more disruptive to user-experience. Tracking: Much more personal.

13. Why Hasn’t Mobile Ad Blocking Exploded?
Apple & Google:
Tight OS Control. Tight App Distribution Control.

14. Carriers Enter the Game. Apple Enters the Game.
Game Changers

15. Even Google is Second Guessing
Google CEO, Larry Page:
“Part of it is the industry needs to do better at producing ads that are less annoying and that are quicker to
load, and all those things. And I think we need to do a better job of that as an industry.”

16. Brand Innovation:
Consumer Champion Strategies
Uniquely Positioned:
Can Roll-Out Ad Blocking at Scale
Why Carriers?

17. Roi Carthy | CMO, Shine
roi@getshine.com | @roi
Shine
Thank You.