Vs. CONSUMERS ADVERTISERS VS. BY: MICHELLE LYONS AD BLOCKERS: THE WAR BETWEEN ONLINE CONSUMERS AND ADVERTISERS Image Source: “Attack on all Fronts (war propaganda campaign)”, By Library and Archives Canada, https://www.flickr.com/photos/lac-bac/19725303291
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Vs.
CONSUMERS ADVERT I SERS
VS.
BY: MICHELLE LYONS
AD BLOCKERS: THE WAR BETWEEN ONLINE CONSUMERS AND ADVERTISERS
Image Source: “Attack on all Fronts (war propaganda campaign)”, By Library and Archives Canada, https://www.flickr.com/photos/lac-bac/19725303291
1- Ads are annoying and intrusive (64%) 2- Ads are disruptive (54%) 3- Ads create security concerns (39%) 4- Ads affect load time and bandwidth usage (36%)
When asked why they install ad blockers, users
indicated that it’s because:
Image Source: “Destroy this Mad Brute: Enlist”, by Harry R. Hopps, https://en.wikipedia.org/wiki/Harry_Ryle_Hopps#/media/File:Harry_R._Hopps,_Destroy_this_mad_brute_Enlist_-_U.S._Army,_03216u_edit.jpg
In the eyes of browsers, the ubiquity of third-party trackers further justifies their need for
ad-blockers (Emerging Technology from
the arXiv, 2014)
Image Source: “He’s Watching You”, By Daniel Mott, https://www.flickr.com/photos/vargklo/276666657/in/photolist-qrZmM-4938RM-FcMF-7oe7Pd-8BZAbG-dR8Sv9-4rZiNN-rzAULb-qU3jPF-JyqUzW-RStbif-HrDQqf-Q63Qs7-C2wsqA-DJm13i-DBGyph-BSHtkp-CJEi21-GK7Cgj-APVoKj-BELSHM-GiFVCd-BeveQU-Fz6PNv-Mjc1h7-zjdSm-6dSvYY-6RmCA5-awQ3Jy-sAiUMM-P7Z3cn-BVbv1v-rGCPzt-DwEUrh-tXaQ7A-GmH5Jw-
they harass users and in some cases—such as a recent high-profile incident involving Yahoo — infect computers with
malware”
Ethical obligation to install ad-blockers?
Image Source: “We Are Helping Stamp Out Syphylis”, by https://commons.wikimedia.org/wiki/File:%22WE_ARE_HELPING_TO_STAMP_OUT_SYPHILIS%22_-_NARA_-_516062.jpg\ unknown,
If ad blocking rates maintain their current levels, publishers are estimated to lose $35
billion by 2020 (Davies, 2016)
Image source: “I Lost My Job While You Played Party Politics”, by Jeff Gates, https://www.flickr.com/photos/outtacontext/5938796728/in/photolist-a3MTn3-bfFgGi-4ksEoq-a9QeQk-7JqQTZ-85xtfo-bAam8Y-7aYmUM-7JuLrN-aDG1xt-8gKQ5F-fcMbcx-5tDLgv-bmaWME-ahVqv8-aB8gTZ-aqPr6N-3FvGkq-fB4ZTZ-7JuLzU-7JuLKw-9vdjEL-4RHgDd-
“Advertising dollars are the lifeblood of the free Internet, fuelling every site from social media
titans to scrappy blogs; some [advertisers] are
going so far as to accuse their users
of stealing content”
Image Source: “Careless ‘Borrowing’ is Sabotage”, by Unknown, https://commons.wikimedia.org/wiki/File:Careless_%22Borrowing%22_is_Sabotage_-_NARA_-_514033.jpg
“We French Workers Warn You...Defeat Means Slavery, Starvation, Death”, by Ben Shahn, https://commons.wikimedia.org/wiki/File:We_French_Workers_Warn_You...Defeat_Means_Slavery,_Starvation,_Death_-_NARA_-_534126.jpg
Avram Piltch—Tom’s Guide editorial director, claims that “Every time you block an ad, what
“But many ad-block users counter that websites brought this on themselves by flooding the Internet for years with obnoxious, and sometimes malicious ads with no regard for the toll it takes on loading speeds or screen clutter”
LOADING…
LOADING…
LOADING…
LOADING…
Image Source: “Stand Firm”, by Tom Purvis, https://commons.wikimedia.org/wiki/File:INF3-128_War_Effort_Stand_Firm_(Lion)_Artist_Tom_Purvis.jpg
(2) To display a message notifying browsers that the use of ad-blockers causes the
site to lose money and offering a subscription plan or letting browsers’
customize their ad experience
Image Source: “I’ll Stick to My Job”, by Packer, poster artist, https://commons.wikimedia.org/wiki/File:%22I'll_Stick_To_My_Job%5E_Because_I_Can_Make_Good_Right_Here%22_-_NARA_-_514601.jpg
advantage of consumers’ naivety and higher levels of trust in
editorial content
Image Source: “Look To Your Right”, by Jeff Gates, https://www.flickr.com/photos/outtacontext/4805053290/in/photolist-8jB9Wo (Colin Campbell, & Lawrence J. Marks, 2015)
argues that “ad-blockers aren't really the problem - they are a symptom of poorly executed and poorly
managed digital campaigns…if
advertisers evolve and learn to add value,
consumers won't need or want to block ads”
Image Source: “Of Course I can”, By Dick Williams, https://www.flickr.com/photos/x-ray_delta_one/4100021432/in/photolist-7fiFwG-5pAWqP-dRj59A-66E8fu-gVAB9h-hxPNkU-gWF9q8-gu9UGK-dhcrAh-8EHB3j-eJeL6s-85ah89-93Z7Gu-jMveEs-drQJ2B-eXrrWF-jMtLL8-gu9UeR-guafZE-guayma-eCe7Ah-5TDHKU-9A2pQs-fCzP61-dUxHZP-aFC2MT-fyBuRn-fyBv8B-dUDmnL-gWEjFJ-aT2ysP-dvFMTK-eJeJzh-jMtRKr-gWEgnh-dUxH38-48kGue-fqFZs9-e8pDsH-7MSMV6-g4RUsT-aCjYvB-jMu13Z-nAmoTg-eCe6Ym-oeRFu7-SeNPAC-zhyKQx-wYRUpf-NXMi2Z
“ T H E R E ' S A C H A N C E T H A T P A N I C O V E R A D -
B L O C K E R S I S O V E R W R O U G H T, M U C H
L I K E W H E N T H E T E L E V I S I O N I N D U S T R Y
W O R R I E D T H A T D V R C O M M E R C I A L - S K I P P I N G
C O U L D B E I T S U N D O I N G ”
- E L I Z A B E T H K A L M B A C H (Kulp, 2015)
ON THE OTHER HAND…
T H E R E ’ S T H E P O S S I B I L I T Y O F A S C E N A R I O W H E R E I N “ A F A I L I N G A D I N D U S T R Y S T A R V E S A L L B U T T H E B I G G E S T P U B L I S H E R S … W H O
A R E T H E N F O R C E D T O M A K E D E A L S F O R P R O T E C T I O N W I T H
T H E T E C H G I A N T S “ - M A T T A D D I S O N
Image Source: “Let’s All Fight”, by HeadOvMetal, https://www.flickr.com/photos/headovmetal/2939194510
Source Cited (Websites)• ad blocker - definition of ad blocker in English | Oxford Dictionaries. (2017). Oxford Dictionaries |
English. Retrieved 10 March 2017, from https://en.oxforddictionaries.com/definition/ad_blocker• An, Mimi., (2016). Why People Block Ads (And What It Means for Marketers and Advertisers).
HubSpot Research. Retrieved from https://research.hubspot.com/reports/why-people-block-ads-and-what-it-means-for-marketers-and-advertisers#LINK4
• Anonymous., (2015). Media: Q-Is the growth of ad-blockers a threat to online media? Teddington. Retrieved from https://search-proquest-com.proxy.queensu.ca/docview/1677663493/abstract/677C7F7D501F4D79PQ/1?accountid=6180
• Colin Campbell, & Lawrence J. Marks (2015). Good Native Advertising isn’t a secret. Business Horizons, Volume 58, Issue 6. Retrieved from http://www.sciencedirect.com/science/article/pii/S0007681315000841.
• Davies, Jessica., (2016). Uh-oh: Ad blocking forecast to cost $35 billion by 2020. Digiday. Retrieved from http://digiday.com/uk/uh-oh-ad-blocking-forecast-cost-35-billion-2020/
• Emerging Technology from the arXiv, (2014). The Murky World of Third Party Web Tracking. MIT Technology Review. Retrieved from https://www.technologyreview.com/s/530741/the-murky-world-of-third-party-web-tracking/#comments
• Kulp, Patrick., (2015). Ad-blockers are terrifying companies and publishers, but there’s no holding them back. Mashable. Retrieved from http://mashable.com/2015/08/31/ad-block/#YsqazBnVIGqK
• Mortished, Carl., (2015). With ad-blocking software, readers have declared war on publishers. The Globe and Mail. Retrieved from http://www.theglobeandmail.com/report-on-business/rob-commentary/executive-insight/with-ad-blocking-software-readers-have-declared-war-on-publishers/article25234621/
• Rosenwald, Michael., (2015). The digital media industry needs to react to ad blockers … or else. Columbia Journalism Review. Retrieved from http://www.cjr.org/business_of_news/will_ad_blockers_kill_the_digital_media_industry.php
• The definition of native advertising. (2017). Dictionary.com. Retrieved 10 March 2017, from http://www.dictionary.com/browse/native-advertising
Source Cited (Images)• “We French Workers Warn You...Defeat Means Slavery, Starvation, Death”, by Ben Shahn, https://commons.wikimedia.org/wiki/
File:We_French_Workers_Warn_You...Defeat_Means_Slavery,_Starvation,_Death_-_NARA_-_534126.jpg• Image Source: “Attack on all Fronts (war propaganda campaign)”, By Library and Archives Canada, https://www.flickr.com/photos/lac-bac/19725303291• Image Source: “Burma Shave For War Bonds”, by Orin Zebest, https://www.flickr.com/photos/orinrobertjohn/4124265584• Image Source: “Careless ‘Borrowing’ is Sabotage”, by Unknown, https://commons.wikimedia.org/wiki/File:Careless_%22Borrowing%22_is_Sabotage_-_NARA_-_514033.jpg• Image Source: “Destroy this Mad Brute: Enlist”, by Harry R. Hopps, https://en.wikipedia.org/wiki/Harry_Ryle_Hopps#/media/
File:Harry_R._Hopps,_Destroy_this_mad_brute_Enlist_-_U.S._Army,_03216u_edit.jpg• Image Source: “Don’t Stop Saving Food”, by Unknown, https://commons.wikimedia.org/wiki/File:%22Don't_Stop_Saving_Food.%22_-_NARA_-_512539.jpg• Image Source: “He’s Watching You”, By Daniel Mott, https://www.flickr.com/photos/vargklo/276666657/in/photolist-qrZmM-4938RM-FcMF-7oe7Pd-8BZAbG-dR8Sv9-4rZiNN-
• Image source: “I Lost My Job While You Played Party Politics”, by Jeff Gates, https://www.flickr.com/photos/outtacontext/5938796728/in/photolist-a3MTn3-bfFgGi-4ksEoq-a9QeQk-7JqQTZ-85xtfo-bAam8Y-7aYmUM-7JuLrN-aDG1xt-8gKQ5F-fcMbcx-5tDLgv-bmaWME-ahVqv8-aB8gTZ-aqPr6N-3FvGkq-fB4ZTZ-7JuLzU-7JuLKw-9vdjEL-4RHgDd-afiLaP-7JqR3R-89Fsv2-9aAH4A-7fDzgW-9XAumS-5tJ21E-qQPrf7-3FroeM-9GYBMe-5tJ2v1-9rue6q-f8YfRt-pgTKrg-7rLEwF-9H2v93-cTeGdS-3FvHyA-8tLP2z-3Frfwv-8iryf1-8SqgBw-i4mHFs-cUsLZC-3Frf6P-5jHv5x-7fiFwG
• Image Source: “I’ll Stick to My Job”, by Packer, poster artist, https://commons.wikimedia.org/wiki/File:%22I'll_Stick_To_My_Job%5E_Because_I_Can_Make_Good_Right_Here%22_-_NARA_-_514601.jpg
• Image Source: “Laser Weapon”, By Clker-Free-Vecto-Images, https://pixabay.com/en/laser-gun-weapon-electronics-29637/• Image Source: “Let’s All Fight”, by HeadOvMetal, https://www.flickr.com/photos/headovmetal/2939194510• Image Source: “Look To Your Right”, by Jeff Gates, https://www.flickr.com/photos/outtacontext/4805053290/in/photolist-8jB9Wo• Image Source: “Loose Lips Might Sink Ships”, by Unknown, https://commons.wikimedia.org/wiki/File:Loose_lips_might_sink_ships.jpg• Image Source: “Of Course I can”, By Dick Williams, https://www.flickr.com/photos/x-ray_delta_one/4100021432/in/photolist-7fiFwG-5pAWqP-dRj59A-66E8fu-gVAB9h-hxPNkU-
• Image Source: “Sony Micro TV Ad”, By Katie Kitsch, https://www.flickr.com/photos/zerodiscipline/3397441037/in/photolist-mjjjuq-EAZPvo-JTMBRd-6bdLRB-b2XATV-bxgSc5-8r56kr-4LJsw5-4KgvQo-aLbvRe/
• Image Source: “Stand Firm”, by Tom Purvis, https://commons.wikimedia.org/wiki/File:INF3-128_War_Effort_Stand_Firm_(Lion)_Artist_Tom_Purvis.jpg• Image Source: “Sure! We’ll finish the job”, by World War I and World War II Propaganda Posters Collection, Brandeis University, https://www.flickr.com/photos/
brandeisspecialcollections/3043562041• Image Source: “To Victory War Propaganda Campaign”, By Charles Wilcox, https://commons.wikimedia.org/wiki/File:ToVictoryPoster.jpg\• Image Source: “We Are Helping Stamp Out Syphylis”, by https://commons.wikimedia.org/wiki/File:%22WE_ARE_HELPING_TO_STAMP_OUT_SYPHILIS%22_-_NARA_-
_516062.jpg\ unknown,• Image Source: Gray Circles, by Nevit Dilmen, https://commons.wikimedia.org/wiki/File:Gray_circles.svg• Image Source: Gray Circles, by Nevit Dilmen, https://commons.wikimedia.org/wiki/File:Gray_circles.svg• Image Source: Keep these hands off!, By Special Collections Toronto, https://www.flickr.com/photos/43021516@N06/6799442976/in/photolist-qLYuT8-NXMi2Z-bmQVvs-
pnijwu-apL9WG-nVs98S-9nSK8G-p6aLDJ-QPQPfo-J7FcEK-xdXprz-RBxi5n-KQHKm1-NCWugT-LLbtHo-6oGcHP-sQrXh3• Image Source:“Enemies in Disguise”, By Tim Fisher, https://www.pastemagazine.com/blogs/awesome_of_the_day/2011/05/celebrate-star-wars-day-with-these-sweet-