WhoaretheAudience

PeoplePower

Interesting Slide #1

Interesting Slide #2

Interesting Slide #3

2012 Publisher Response to Adblocking

2016 Publisher Response to Adblocking

Secret Sauce

ENORMOUS Big New

Adblocking Tech Stack VC

Investment Opportunity

Ghost Boomerang Effect

“GOD HAS A MOST WICKED SENSE OF HUMOUR”

41% installedbecausepreroll

75% saidintrusiveadsmorethananythingelsethanspeedordatausage

88% saypopupadsaremostannoying

Generation Z Brain

Most People Access Video via Wifi or Fixed Line

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Belgium

CroaDa

France

Greece

Ireland

Latvia

Netherlands

Poland

Romania

Serbia

Slovenia

Switzerland

UnitedKingdom

ViafixedLineorWifi

Viamobilenetwork

AdCluUer

New Slant on Homepage Takeover?

IrishChildcareService

AdultMaterial

Give Me Personalised Ads

The UnCanny Valley

57% ofpeopleareconcernedabouttheweberodingtheirprivacy

Trends in Privacy

Publisher has not been named so as to protect the innocent

53% prefertobrowseanonymously 63%

areconcernedwithhowtheirpersonaldataisbeingused40%

deletecookiessothatwebsitescanforgetthem

Source:GlobalWebIndex

Privacy

24% of

Internetusersdeletetheirfirstpartycookiesinagivenmonthanddosoanaverageof3Dmesperdeleter.

Source:Comscore

33% ofInternetusers

delete3rdparDescookies 7 Dmespermonth

44% ofTwiUerandgoogle+usersdeletedcookiessothatwebsiteswillnotrememberthem

42% offacebook,YouTubeandInstragamusersdidthesame

On Demand Content is Driven by Free Content

64%

Adults16+

Source:MediaIntelligenceService–MediaConsumpDonTrends-November2015

“Thisismalware””

“FakeandMalware””

“It’samalware””

“DeletedImmediately”

“Itkindofirritatesme...onemoreandthisAdblockergoesbyby”

“Italsogivesadsofit'sown”

27% of European Adults use a connected TV

82%

5 average number of Potential Portable Online Devices in the home.

Source:google2015

1.  People are becoming more and more au fait with their privacy rights and how much information they are sharing online

2.  Self regulation needs to be taken seriously 3.  Consumer Choice is the Reality 4.  Not all adblockers are the same

25%20% 24%

16%

52%

39% 36%32%

The site and its content istrustworthy

I trust advertisers andbrands that appear on this

site

I find this type of advertisingmore engaging than astandard static advert

The advertising on this siteis relevant to me

Any Network/Blind site Any Premium site

Advertising and content is more trusted and engaging on premium sites

Source:AOPIreland

BeUpfront

There’sonlysomuchDmeintheday,andonlysomanypageswhereactualhumanbeingsarereallypayinga3en4on

Therearefewplaceswheremarketerscan

beassuredofquality,engagement,and

appropriatecontext.

Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning.

How Will I Survive?

@IamConorMullen