joe hardin, alliance for audited media€¦ · adblock pv tablet . looking ahead combine web...
TRANSCRIPT
AD BLOCK GAUGE
JOE HARDIN, ALLIANCE FOR AUDITED MEDIA PEDRO SILVA, INSTITUTO VERIFICADOR DE COMUNICACAO
Global Alliance for Digital Assurance
Site Certifier
App Certifier
Ad Block Gauge
Look ahead to global trends
Collaborating to create solutions that help the global media industry
Ad Block Gauge Overview
Ad block detection
Verified web
analytics Insights & Strategies
Ad Block Gauge Technology
The objective is not to identify the method used or the tool installed
Site Certifier tag includes ad
server requests
Tag evaluates responses to ad server requests
Identifies if an ad blocker is
installed
Initial Ad Block Gauge Results
• IVC implements Ad Block Gauge on websites it audits in Brazil
October 2015
• Publishers in Brazil use technology to assess, analyze ad blocking
Fall 2015 • Sizeable ad
blocking detected in Brazil
Winter 2016
• AAM implements same technology on U.S. websites
March 2016
Brazil Websites
IVC audits mostly news websites
Majority display ads
Consider device used to access
Profile of Website Traffic
58%
38%
4%
0%
Unique Browsers
Mobile Computer Tablet Others
30%
66%
3% 1%
Page Impressions
Mobile Computer Tablet Others
Computer Mobile Tablet Others Unique Browsers 24.1% 17.3% 25.0% 13.9% Page Impressions 17.1% 13.9% 21.9% 11.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Traffic Ad Blocking
Profile of website traffic on computers
74%
19%
4%
2% 0%
1%
Page Impressions
Chrome Firefox Internet Explorer Safari Apple WebKit Others
Chrome Firefox Internet Explorer Safari Apple WebKit Others Total Geral
Unique Browsers 25.2% 26.4% 12.3% 21.2% 12.0% 16.2% 24.1% Page Impressions 17.5% 21.6% 8.7% 11.1% 7.9% 10.8% 17.1%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Traffic Ad Blocking
Profile of website traffic on smartphones
80%
16%
4%
0%
Page Impressions
Android iOS Windows Others
Android iOS Windows Others Unique Browsers 18.7% 13.0% 18.4% 19.7% Page Impressions 15.3% 9.3% 14.7% 19.9%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Traffic Ad Blocking
Profile of websites traffic on smartphones
70%
19%
5% 4%
1% 1%
Page Impressions
Chrome Safari Apple WebKit Internet Explorer Firefox Others
Chrome Firefox Internet Explorer Safari Apple WebKit Others
Unique Browsers 18.7% 25.7% 18.2% 16.5% 10.2% 13.3% Page Impressions 15.0% 21.2% 14.7% 12.6% 7.8% 10.5%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Traffic Ad Blocking
Profile of website traffic on tablets
68%
32%
0%
Page Impressions
iOS Android Others
Android iOS Others Unique Browsers 24.4% 25.4% 29.3% Page Impressions 23.1% 21.4% 46.1%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
Traffic Ad Blocking
Profile of website traffic on tablets
67%
28%
4%
1% 0%
Page Impressions
Safari Chrome Apple WebKit Firefox Others
Chrome Firefox Safari Apple WebKit Others Unique Browsers 25.2% 31.0% 27.8% 13.6% 24.0% Page Impressions 22.6% 31.5% 22.7% 12.2% 22.3%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Traffic Ad Blocking
Profile of website traffic
0%
2%
4%
6%
8%
10%
12%
0% 5% 10% 15% 20% 25% 30%
Freq
uenc
y
AdBlock %
AdBlocked - Websites fequency Distribution - Page Views
0%
2%
4%
6%
8%
10%
12%
0% 5% 10% 15% 20% 25% 30%
Freq
uenc
y
AdBlock %
AdBlocked - Websites fequency Distribution – Unique Browsers
Ad Block weekly trends
11.0%
13.0%
15.0%
17.0%
19.0%
21.0%
23.0%
3-Sep 23-Oct 12-Dec 31-Jan 21-Mar 10-May
Ad Block PV Computer
11.0%
13.0%
15.0%
17.0%
19.0%
21.0%
23.0%
3-Sep 23-Oct 12-Dec 31-Jan 21-Mar 10-May
Ad Block PV Mobile
11.0%
13.0%
15.0%
17.0%
19.0%
21.0%
23.0%
3-Sep 23-Oct 12-Dec 31-Jan 21-Mar 10-May
AdBlock PV Tablet
Looking Ahead
Combine web analytics, other data to better understand ad block user habits
Advertisers not impacted directly, but websites may have lower reach
Sites that also block content may impact their ranking
