Digiday: WTF Ad Blocking

“WHAT’S AT STAKE”

Advancing the Future of Trust Content

@jason_kint

①  The Bad News

②  The Really Bad News

③  The Good News

What We’ll Cover

@jason_kint $0.0$2.0$4.0$6.0$8.0$10.0$12.0$14.0 Industry (IAB)

DCN estimate-  DecliningCPMs-  Viewability-  Fraud-  ShiBtoMobile-  Adblocking

The Bad News: 5 Years, Very Little Growth

2010 2015

Feb 2015 “Connect the

Dots”

The Really Bad News: Ad Tech Morass

@jason_kint

The Really Bad News: Trust Decline = Ad Blocking

Source:GhosteryTrackerMapforDose.com.

One Click, One Page on the Net

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@jason_kint

DCN Ad Block Report – December 2015

75%73%

70%68%

57%53%50%

47%42%

29%26%

19%

16%

Don'tlikeonlineadswhenexpandinmiddleofcontentVideoadsthatautomaKcallyplaywithsoundareannoying

IgnoreonlineadsmostoftheKmeConcernedwhenonlineadstrackmyonlinebehavior

WebpagesloadtooslowlywithonlineadsDon'tlikeadsthatremindoflowqualitycommercials

AdverKsersnecessarytopayforcontentsoIdon'thavetoDon'tmindadsoverallbuttoomanyononepage

WebpageswithonlineadsdrainbaPeryOnlineadsshowmeitemsImightneversee

OnlineadscanbeinformaKveLearnthingsfromadsonline

OnlineadsarecreaKve

Agree with statements – 4 or 5 on 5-point scale

Source:DigitalContentNextAdBlockReport.Dec2015.

@jason_kint

“Slow Web Pages” - as reported by New York Times

@jason_kint

“Hidden Cost” – as reported by the New York Times

@jason_kint

DCN Ad Block Report – December 2015

50%

9%

28%

5%

0%

10%

20%

30%

40%

50%

60%

Interested(3-5on5-pointscale)

Very/Somewhatlikelytouse DiscountedesAmateoflikelytouse

Total Somewhatlikely Verylikely

Interest and Intent to try ad blocking software

Source:DigitalContentNextAdBlockReport.Dec2015.

@jason_kint

What’s Good For Premium Publishers Where We’re Currently Headed

Consumer Trust Tech Arms Race

Marketer Trust More Intermediary Value Leakage

Standardized Ads Unlabeled Native Ads

Open Web Closed Platforms

Left Unchecked, There Are Many Risks

@jason_kint

The Good News: The Most Valuable Audience…

@jason_kint

Creating the Business Opportunity of a Lifetime…

020406080

100120140160180

2010 2011 2012 2013 2014 2015

Globa

lAud

ience(m

illions)

@jason_kint

①  Ad Blocking is an Opportunity

②  Purge the “Trust Parasites”

③  100% Focus on Consumers

“What’s At Stake” – 3 Takeaways