This presentation explores the history and development of the ad block dilemma, measures being taken by industry players and how the online advertising ecosystem will (and should) respond.
2. Introduction
Since 2006, ad-blocking technology has experienced a slow and steady growth. Analysts
equated it to global warming rather than extinction; a long but inevitable death. Recently
however, ad-blocking technology has experienced a critical mass. Growth of ad-block users is
not quite exponential but certainly geometric. Major companies like Apple are integrating it into
iOS, the industry as a whole is beginning to react, and we’re contemplating what is next.
OAREX Capital Markets, Inc.
50 Public Square, #200
Cleveland, OH 44113
OAREX provides advertising receivable financing for
major web publishers, apps, ad networks, exchanges
and YouTube producers.
Hanna Kassis, Founder
Hanna Kassis is the founder of OAREX Capital Markets
and leads the credit and underwriting of clients. He has
been following ad-blocking developments recently for
the betterment of clients and OAREX. Hanna is also a
licensed CPA and attorney in Ohio.
Hanna can be reached directly at 330-207-5115 or
hanna@oarex.com.
This presentation can be found at Fast Pay Ads
10. $20,300,000,000
Cost of ad-block, USA, 2016 (est.)
41%Annual growth rate
45m MAUs in USA
Q2, 2015
Source: “The Cost of Ad-Blocking”, Pagefair & Adobe 2015 ad block report
26. SUMMARY
RISE
Ad block is on the rise and
growing geometrically. This
may become exponential
as the tech becomes
integrated into mobile.
BATTLE
There are major initiatives
against ad block tech
including anti-ad block tech
and industry led initiatives.
Big legal battles inevitable.
FALL
Ad-block tech falls. The end
result will be a rise in native
ads, stricter ad guidelines,
less intrusive ads, and free
media on the internet.
28. CREDITS & RESOURCES
Special thanks to all the people who made and released these awesome
resources for free:
○ Presentation template by SlidesCarnival
○ Photographs by Unsplash
Resources
○ Source Point & ComScore: State of Ad Blocking
○ PageFair & Adobe: The Cost of Ad Blocking, 2015 report
○ “Ad Blocking: Theft or Fair Use?”, Ad Exchanger
○ German Advertisers Lose AdBlock Plus Legal Challenge, The Guardian
○ Ad Blocking: What You Need To Know, IAB
○ “Advertising Is Protected By The First Amendment”, Law Publish
Notas do Editor
45,000,000 in the US
77,000,000 in Europe
By the end of 2016, the share of browsing between desktop and mobile (tablet/phones) will be 50/50.
With the integration of ad-block tech into Apple’s Safari on the new iOS, the cost of ad block tech may rise more exponentially than geometrically.
By the end of 2016, the share of browsing between desktop and mobile (tablet/phones) will be 50/50.
With the integration of ad-block tech into Apple’s Safari on the new iOS, the cost of ad block tech may rise more exponentially than geometrically.
Fair use – the internet is a vehicle for the free exchange of information – advertising keeps content free
First Amendment – Freedom of Speech (advertisers), Expression (publishers).
Tortious interference – ad-block interferes with contractual rights and obligations between Pub and Ad network
Extortion – blocking ads and requiring pubs pay against their will to show ads is a form of extortion.