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Dayt ime Ta lks , November 16 , 2015, NYC
ADBLOCK IS A BOYCOTT
UXAWARDS.ORG @UXAWARDS
DAVID CARROLL
ASSOCIATE PROFESSOR, PARSONS
2015 UXIES
adblock IS A boycOTT
David Carroll @profcarroll Associate Professor of Media Design
Adblocking is the Biggest Boycott in History:
How Big Data and UX failed massively
and how to fix it.
Fairuserightsreserved. #UXAwards
THE Biggest boycott in human history.
— Doc searls
David Carroll (@profcarroll) Adblockisaboycott. #UXAwards
if marketers had been measuring the market, they would have seen this coming.
— Doc searls
David Carroll (@profcarroll) Adblockisaboycott. #UXAwards
» Whatisit?» Howdidithappen?» Whydidithappen?» Whatishappeningnow?» Whathappensnext?» Whatcanwedoaboutit?
We’ll look at industry and academic research on adblocking to address these questions:
TALK AgendaA quick take on the latest research
David Carroll (@profcarroll) Adblockisaboycott. #UXAwards
https://theconversation.com/think-youre-reading-the-news-for-free-new-research-shows-youre-likely-paying-with-your-privacy-49694
13
© LUMA Partners LLC 2015
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
Source: Lunascape by LUMA Partners
14
DCN | WHITE OPS BOT BENCHMARK REPORT 201515
The Online Advertising Ecosystem12 34
Anonymizing network or proxy
Service-orientedmedia companies that
do campaign managementand audience extension
Both premium and long-tail sites and networksMeasured impressions
Network and Exchanges
Buyer of MediaPlacements
ADVERTISER OR AGENCY
SOURCES OF BOTS
Bot Script
PHANTOM LAYERPhantom Websites
Sold as clicks, views, video plays,
or social media likes
Botnet
Large PPCNetwork
ImpressionHandlers(platformsand exchanges)
AnonymizingSearch EngineTraffic
AudienceExtension orOther Supplier Network
Secondary Phantom Site
Ad
AdAd
Ad
Broker of TrafficBROKER
Buyer and Reseller ofTraffic and Clicks
PUBLISHERSeller of Traffic
Provides whatthe broker requests,
often clicks
SUPPLIER
Phantom Layer
Traffic Mixes with
Legitimate Traffic
Publisher
Publisher
Networks
Exchanges
Verification Service Work to Keep Fraud Out of the System5
7KH�RQOLQH�DGYHUWLVLQJ�HFRV\VWHP�KDV�D�VLJQL¿FDQW�QXPEHU�RI�OD\HUV�DQG�SDUWLFLSDQWV�WKDW�DLP�WR�GHOLYHU�DSSURSULDWH�DGYHUWLVLQJ�WR�RQOLQH�YLVLWRUV��0DQ\�RI�WKHVH�JURXSV��VXFK�DV�WUDI¿F�EURNHUV�DQG�advertising networks, deliver legitimate business services. Yet, the complexity of the advertising ecosystem also allows bad actors to hide their activities and allows automated software (bots)to game the system.
6RPH�OLQNV�LQ�WKH�GLJLWDO�DGYHUWLVLQJ�VXSSO\�FKDLQ�DUH�XQDZDUH�RI�WKH�ERWV�LQ�WKHLU�WUDI¿F�DQG�GR�QRW�LQWHQG�WR�SUR¿W�LOOLFLWO\��ZKLOH�RWKHUV�DFWLYHO\�HQFRXUDJH�DQG�FRQFHQWUDWH�ERW�WUDI¿F�WR�LQFUHDVH�SUR¿WV�
Stakeholders in the advertising ecosystem:
• Companies buy advertising campaigns when their marketing teams work together with an advertising agency’s media buying team.
• Advertising networks sell franchised advertising space on different publishers’ web sites.
• Publisher’s advertising operations team and sales groups work to create and sell space, impressions and other marketable units.
• 7KLUG�SDUW\�WUDI¿F�EURNHUV�VHOO�DXGLHQFH�DQG�FOLFNV�WR�SXEOLVKHUV�DQG�RWKHU�JURXSV�LQ�WKH�advertising ecosystem.
• 7KLUG�SDUW\�DGYHUWLVLQJ�YHUL¿FDWLRQ�VHUYLFHV�WUDFN�DFWXDO�DG�FOLFNV�DQG�YLHZV�DQG�ZRUN�WR�NHHS�fraud out of the ecosystem, or at least measurable.
Increasingly sophisticated bot operators attempt to fool all stakeholders in the digital advertising supply chain:
• %RWV�DUH�FRQWLQXLQJ�WR�JHW�EHWWHU�DW�PDVTXHUDGLQJ�WKHLU�VRIWZDUH�DV�YDOLG�LPSUHVVLRQ�WUDI¿F�• The ability of bots to automate clicks, impressions, and viewability means that they can scale
millions of bot impressions every day.• %\�SRVLQJ�DV�OHJLWLPDWH�WUDI¿F��ERWV�FDQ�VQHDN�WKURXJK�WKH�GLIIHUHQW�OD\HUV�RI�WKH�DGYHUWLVLQJ�
ecosystem. • An illegitimate layer of the ecosystem (the so-called phantom layer) launders clicks and
obfuscates the bot networks that operate behind it.
1
2
3
4
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https://digitalcontentnext.org/blog/2015/09/28/2015-dcn-bot-benchmark-report-what-makes-a-publisher-premium/David Carroll (@profcarroll) Adblockisaboycott. #UXAwards
Source: comScore and Sourcepoint
! " # $ % & 'David Carroll (@profcarroll) Adblockisaboycott. #UXAwards
⛔ Ad Blocking ADOPTION RATES BY COUNTRY
5%
10%
15%
20%
25%
30%30%
28%
16%16%16%
13%12%
20%
40%
60%
80%
100%
Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+
8%9%9%9%13%
20%
7%8%8%8%11%16%
US UK! "
David Carroll (@profcarroll) Adblockisaboycott. #UXAwards
⛔ Ad Blocking ADOPTION RATES BY AGE
👨👩 👴👱 👩 👵
Source: comScore and Sourcepoint
Source: comScore and Sourcepoint
David Carroll (@profcarroll) Adblockisaboycott. #UXAwards
1.5%
3%
4.5%
6%
7.5%
9%
US UK NL ES CA DE FR CN IN# $ % & '! " . /
⛔📲 Mobile Ad Blocking ADOPTION RATES BY Country
Popovers
Non-skippable mid roll
Display ads with audio
Non-skippable pre-roll
Interstitials
Animated display ads
Skippable mid roll
Skippable pre roll
Test display ads
Still image ads
22.5% 45% 67.5% 90%
33%
33%
39%
55%
61%
71%
73%
78%
81%
83%
Source: PageFair
% of Respondents who are “completely Unwilling” to view various types of ads
David Carroll (@profcarroll) Adblockisaboycott. #UXAwards
⛔🚫
👍
👎
🖕
Not annoying
Respects my privacy
Loads faster
Relevant ad content
Nothing, I will always block ads
20% 40% 60% 80%
21%
42%
53%
57%
71%
Source: AdBlock Plus
Which requirements would be sufficient to allow ads?
David Carroll (@profcarroll) Adblockisaboycott. #UXAwards
⛔⚙
🚫
🎯
⚡
👁
🕶
Source: Pew Research Center
David Carroll (@profcarroll) Adblockisaboycott. #UXAwards
20%
40%
60%
80%
Cleared cookies Deleted/edit post Disable browser cookies
32%
17%
42%
37%
24%
56%
41%39%
70%
49%
71%74%
18-29 30-49 50-64 65+
% of adult internet users who have done the following as a result of privacy concerns
🚫❌📛🍪 📝
⛔👁
🍪
👦👧 👨👩 👴👵👱 👩👵👦 👨👱
22https://theconversation.com/think-youre-reading-the-news-for-free-new-research-shows-youre-likely-paying-with-your-privacy-49694
Zang J, Dummit K, Graves J, Lisker P, Sweeney L. Who Knows What About Me? A Survey of Behind the Scenes Personal Data Sharing to Third Parties by Mobile Apps. Technology Science. 2015103001. October 30, 2015. http://techscience.org/a/2015103001
1
Who Knows What About Me? A Survey of Behind the Scenes Personal Data Sharing to Third Parties by Mobile Apps Jinyan Zang, Krysta Dummit, James Graves, Paul Lisker, and Latanya Sweeney
Highlights
• We tested 110 popular, free Android and iOS apps to look for apps that shared personal, behavioral, and location data with third parties
• 73% of Android apps shared personal information such as email address with third parties, and 47% of iOS apps shared geo-coordinates and other location data with third parties
• 93% of Android apps tested connected to a mysterious domain, safemovedm.com, likely due to a background process of the Android phone
• We show that a significant proportion of apps share data from user inputs such as personal information or search terms with third parties without Android or iOS requiring a notification to the user
Zang J, Dummit K, Graves J, Lisker P, Sweeney L. Who Knows What About Me? A Survey of Behind the Scenes Personal Data Sharing to Third Parties by Mobile Apps. Technology Science. 2015103001. October 30, 2015. http://techscience.org/a/2015103001
2
Sharing of sensitive data by Android apps (left) to domains (right)
http://techscience.org/a/2015103001/
http://recode.net/2015/10/07/mossberg-the-real-trouble-with-web-ads/ http://adage.com/article/datadriven-marketing/behavioral-advertising-crucial/291858/
http://digiday.com/publishers/publishers-data-trackers/
https://twitter.com/jason_kint/status/571399641469730817
http://www.theawl.com/2015/09/welcome-to-the-block-party
http://www.nytimes.com/interactive/2015/10/01/business/cost-of-mobile-ads.html http://www.theawl.com/2015/09/welcome-to-the-block-party
27
http://recode.net/2015/09/24/advertising-2-0-a-call-to-think/
http://www.bloomberg.com/features/2015-click-fraud/
https://hbr.org/2015/11/ad-blockers-and-the-next-chapter-of-the-internet
David Carroll (@profcarroll) Adblockisaboycott. #UXAwards
doc searls -
http://www.technologyreview.com/featuredstory/543311/the-ad-blocking-kingpin-reshaping-the-web-as-he-prefers-it/http://fortune.com/2015/11/12/media-platforms/
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Num
ber o
f Filt
ers
FilterCategory Restricted Blocking Unrestricted Sitekey
Added Sedo Sitekey
Whitelist Released in ABP 2.0
Added Reddit
Added Conversion Tracking for DoubleClick
Added Google Search ads
Added About.com
Added Unrestricted AdSense for Search
Figure 3: The growth of the Acceptable Ads whitelist. The whitelist has grown steadily since its introduction in 2011. On average, this filter list is updatedevery 1.5 days, adding or modifying 11.4 exception filters. The most recent version (Rev. 988 on April 28, 2015) includes 5,936 filters. Among these are exceptionsfor domain parking services, conversions tracking, and third-party ad networks.
3. ACCEPTABLE ADSIn May 2011, Adblock Plus’s creator, Wladimir Palant, outlined
the criteria for Acceptable Ads with the goal of “encourag[ing]websites to use advertising that users don’t perceive as annoying.”7
These guidelines have been refined multiple times based on feedbackfrom the community. Whitelisted sites are required to adhere tothese guidelines. To paraphrase the most recent criteria [1], sitesmust ensure that:
1. Advertisements cannot contain animations, sounds, or “attention-grabbing” images.
2. Advertisements cannot obscure page content or obstruct read-ing flow, i.e., the ad cannot be placed in the middle of a blockof text.
3. Advertisements must be clearly distinguished from the pagecontent and must be labeled using the word “advertisement”or equivalent terms.
4. Banner advertisements should not force the user to scrolldown to view page content.
After publishing the initial Acceptable Ads requirements, Palantand his partner, Till Faida, created Eyeo GmbH in August 2011.Their goal was to make the Adblock Plus project “more sustain-able” [8]. The following month, the company began surveying usersabout their willingness to allow advertising in some form.8 By theyear’s end released Acceptable Ads as an opt-out feature in AdblockPlus version 2.0.9
The program has been controversial. Eyeo drew criticism fromboth users and publishers when they confirmed that some companies—including Google, Microsoft, and Amazon—paid undisclosed amountsto be included in the whitelist [9,32]. Eyeo has stated that receivedfunds are used to sustain the program. Further, they state thatwhitelisting is free for smaller sites and all participants of the pro-gram must abide by the acceptable ads criteria.
7https://adblockplus.org/forum/viewtopic.php?f=4&t=75518https://adblockplus.org/releases/adblock-plus-1310-released9https://adblockplus.org/releases/adblock-plus-20-released
Eyeo’s practices have incensed some publishers to such a degreethat they have accused the company of “extortion” and “shakingdown” websites [23]. Recently, this criticism has escalated to thecourtroom, and Eyeo is facing lawsuits in France and Germany [11,12,16]. In Germany, publishers filed suit against Eyeo claimingthat their product is anti-competitive and threatens their ability togenerate revenue. The regional court in Hamburg ruled in favor ofEyeo after a four month trial [15,33].
3.1 Filter List MaintenanceEyeo regularly updates the whitelist. On average, the company
adds or modifies 11.4 filters every 1.5 days, and has a documentedprocess for requesting new whitelist filters to be added. The processof adding new sites to the Acceptable Ads program comprises foursteps: contact, application, agreement, and inclusion.
The first step, contact, consists of communication between Eyeoand a perspective publisher. Either party may initiate this dialog [24].Next, Eyeo works with the publisher to ensure their site followsthe Acceptable Ads guidelines (the application step). Once Eyeoconfirms the site’s advertisements adhere to their policy, they estab-lish a private agreement with the publisher. These agreements mayinvolve a fee, but Eyeo does not currently disclose the fee structure,monetary value, or list of paying publishers. However, anecdotalsources claim the company has requested up to 30% of recoveredrevenue [5], and Eyeo acknowledges they have experimented withboth flat and performance-based fees [24]. After reaching an agree-ment, Adblock Plus adds the filter to the list and solicits communityfeedback on the application via an online forum.10 Forum postsmade after Nov. 2014 include links to the whitelist revision andoptional sample screenshots.
4. WHITELIST ANALYSISIn the following sections, we examine the complete history of
Eyeo’s Acceptable Ads program. Our analysis combines whitelistchanges with public disclosures and empirical observations of browserbehavior. We focus on answering the following broad questions.
10https://adblockplus.org/forum/viewforum.php?f=12
109
http://www.wired.com/2015/11/court-says-tracking-web-histories-can-violate-wiretap-act/ http://www.cnbc.com/2015/11/09/privacy-will-hit-tipping-point-in-2016.html http://www.mondaynote.com/2015/11/09/ad-blockers-will-change-how-ads-are-sold
Where is this headed?
what now?
» Willbigplatformsswallowuppublishing,advertising,andaudiencesinonegulp?
» Willadtechandmediabuyingshowanyrestraint?
» Willpublishersselldirect?» Willpeoplerecapturetheirprivacy?
David Carroll (@profcarroll) Adblockisaboycott. #UXAwards
privacy is not only the right to keep a secret.
David Carroll (@profcarroll) Adblockisaboycott. #UXAwards
privacy is the right to construct your own identity.
David Carroll (@profcarroll) Adblockisaboycott. #UXAwards
privacy is the right to own to your own identity.
David Carroll (@profcarroll) Adblockisaboycott. #UXAwards