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Should we be worried about Adblock and Do Not Track?
3.1.2013
We will go over the trends around Adblock and Do Not Track -‐ the two most popular browsers extensions that disable tracking to better understand how they work and why they matter to us
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Purpose
over in the next 2-‐3 years at the current pace Chrome has seen the largest growth overall in the past couple years The top browser extensions on Chrome and Fire Fox are adblock-‐related Fire Fox announced it will block third-‐party cookies by default as of April 5th, 2013 when version 22 rolls out
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Browser Market Share
41%
17%
25%
14%3%
US Only Desktop Browser Share Jan 2013
31%
21%
37%
8%3%
Global Desktop Browser Share Jan 2013
IE
Fire Fox
Chrome
Safari IE
Fire Fox
Chrome
Safari
Source: StatCounter
The Rise of Adblock
3.5% of all US Internet users have Adblock Plus installed according to NYTimes (Jan 2012)
Approximately 8.6MM US Adblock users Estimated 150K downloads each day worldwide
goal of Adblock Plus is not to hurt providers of free content. By putting users in control over the ads we want to make sure that bad ads (e.g. misleading messages that sneak through or malicious apps, etc.) are eliminated and good ads that focus on a positive user experience will gain a competitive advantage. So we are not preventing e-commerce websites from making money if they use responsible and controlled types of adverts Till Faida, co-founder of Adblock
ad used to be here
ad used to be here
keyword query interest 2004 -‐ 2012
ad used to be here
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1) Adblock-‐enabled browser scans the page that is about to load
2) Flash files/image files/iframes that come from ad servers are filtered out
3) Website loads ad-‐free
How Adblock Works
X
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All major web browsers (Chrome, Firefox, IE, Safari) have Adblock available as an add-‐on and it is the most popular extension across all browsers
Adblock Accessibility
Adblock is the most popular add-‐on for Firefox users with 3,000+ reviews and 15.2MM users worldwide
Enabling/disabling Adblock is as simple as clicking on the icon embedded in the address bar
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Users are drawn to Adblock because it offers an ad-‐free, clean web experience that often loads a lot faster as well Most content providers rely on third-‐party-‐ad-‐driven revenue to keep their sites running and are looking for ways to counter Adblock
Adblock Disabled Adblock Enabled
User Appeal
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Some websites simply black out content when users try to avoid ads via Adblock Users are forced to disable these extensions for normal web experiences
Websites React
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What about Do Not Track? Do Not Track trending via Google 2004 -‐ 2012
users activate the feature, and 8% hunt down the on switch for desktop editions. This might sound low, but when you compare this to other features
Do Not Call (2003)
Do Not Track (2009)
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Once the add-‐on is installed on a browser, the Do Not Track icon shows how many tracking cookies are present on the visited site When the icon is clicked on, a window appears and displays tracking you while also presenting the option to allow/block tracking
How Do Not Track works Once Do Not Track is enabled in browsers, the browser sends a signal to websites that
this does NOT disable ads, but simply disables tracking so behavioral ads do not work properly
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The whole process behind the Do Not Track method is not entirely transparent and it is difficult to tell whether the request is being accepted or not since ads will still trigger
How Real is Do Not Track?
Do Not Track Supporters
The Federal Trade Commission (FTC) is pushing to sign Do Not Track into law, but there has been numerous setbacks due to disagreements between advertisers, browsers, and privacy advocates 11
Not yet. These two options are still far from being adopted by the mass, especially when browser extensions are still not widely spread within the internet community
Should We Be Concerned?
However, Mobile security is the hottest topic as its rapid growth has also been accompanied by ever-‐growing malwares The FTC will likely turn their attention to mobile security before addressing desktops
It will be difficult for the FTC to force anything into law as online advertising is what makes most online content widely accessible and free KBS+ will continue to closely monitor progress and provide updates along the way 12
Thank you! Questions?
Today 20??
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