Content blocking and content distribution channels

Top of mind for 2016RIMC 2016

Pierre Far, CEO Deliberate Digital@delibdigital

● deliberatedigital.com

● @delibdigital

● [email protected]

● pierrefar.com

● @pierrefar

● Founder, advisor, former Googler, product manager, engineer

About Deliberate Digital and me

We're in for quite a ride in 2016

● Content blocking○ Ads and analytics

● New content distribution channels○ AMPs, Instant Articles,

Apple News, & more

Content blocking

Interest in ad blocking

Interest in ad blocking

But is it a problem for me?

● Depends on your audience○ Focus on your traffic, not industry/demographic trends

○ Need a rigorous structured process ■ Fix issues specific to your site■ Respond to your audience's concerns

Measuring ad blocking accurately is hard

● Built Adblock Analytics service○ Ask me to join the private beta!

● Wrote about general technique at bit.ly/1K2S2R5

AMPs, IA, Apple News

What are they?

● New distribution channels for static content● Technology for crazy-fast rendering on mobile● Prioritize, prioritize, prioritize

Technology

● Subset of HTML and CSS● No JS● Reliably-predictable performance● Analytics support

● Caching CDN

Features

● Carousel in Google SERPs● Pinterest and Twitter● Unknown something in Yahoo! SERPs● Monetization options

Technology

● Marked-up HTML flavor● Analytics support

Features

● Content cached in FB mobile app● Monetization options

Technology

● Marked-up HTML flavor● Upcoming Apple News Format

Features

● Content in Apple News iOS app○ Instant loading○ Promising rich presentation

● Monetization options

And lots more...

Recommendations

Secret option no. 4:Fix mobile experience on your sites.

Recommendations

AMP: News-y content? Do it, ASAP.Otherwise monitor closely.

IA: Is FB a large source of traffic? Look into joining.Otherwise, assess when generally available.

Apple News: Worth taking a look for all sites.

+ Experiment with new things!

Thanks!● deliberatedigital.com● @delibdigital● [email protected]