Ad Blocking: A Consumer Right.
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Transcript of Ad Blocking: A Consumer Right.
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Shine
Ad Blocking:A Consumer Right
Roi Carthy | CMO, [email protected] | @roi
Presented at the European Union Parliamentby Invitation of Josef Weidenholzer, MEP
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Shine On!
Expertise: Cybersecurity & Whitehat Hacking. Founded: To Reinvent The Anti-Virus.
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We Discovered
Ad Tech Impacts A Lot More People Than Viruses.
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Ad Tech is Abusive
To the User Experience. To the Network.
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At Shine We Believe
That Consumers Have an Unalienable Right to Block Ads.
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Ad Tech (Mostly) Doesn’t Agree
Adware is Malware with a Legal Team.
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Ad Tech is Abusive to the User Experience & Network
Impact on Battery Life:
Impact on Data:
%Battery
Time
Mobile Ad BlockingExtends BatteryTime By:
+10%
5-MinSession
With Ads With MobileAd Blocking
5MB 50KB
Gaming App
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Why is Desktop Ad Blocking Hockey-Sticking?
The ‘Free Content for Ad-Support’ Deal Has Been Violated.
Ad Tech is Unchecked. Consumers Don’t Have a Say.
JUN 2009 JUN 2010 JUN 2011 JUN 2012 JUN 2013 JUN 2014
21MJan 2010
30MJan 2011
39MJan 2012
54MJan 2013
121MJan 2014
144MJun 2014
World
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Factors That Are Propelling Ad Blocking
Ads: Volume & Intrusive Behavior
Distribution: Firefox & Chrome
Demographics:Technology Embracing
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Consumers Aren’t Blocking for the Sake of Blocking
They’re Blocking How Ads Are Behaving.
This Isn’t an Arbitrary Act. What Should Ad Tech Take Away From This?
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If Ad Blocking on Desktop is Chapter 1...
Ad Blocking on Mobile is Chapter 2.
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Ad Blocking on Mobile is a MustMobile Form-Factor = More Intrusive Ads:
Ads: Much more disruptive to user-experience. Tracking: Much more personal.
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Why Hasn’t Mobile Ad Blocking Exploded?Apple & Google:
Tight OS Control. Tight App Distribution Control.
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Carriers Enter the Game. Apple Enters the Game.
Game Changers
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Even Google is Second Guessing
Google CEO, Larry Page:
“Part of it is the industry needs to do better at producing ads that are less annoying and that are quicker to load, and all those things. And I think we need to do a better job of that as an industry.”
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Brand Innovation:Consumer Champion Strategies
Uniquely Positioned:Can Roll-Out Ad Blocking at Scale
Why Carriers?