Presentation at IAB UK adblocking townhall, October 2016

@johnnyryan / @PageFair

200 M

100 M

mid 2009 mid 2011 mid 2013 mid 2015

50 M

25 M

Global

UPDATE

Q2 2016Q2 2015

Global Quarterly figures

-

200

Q2 2016Q1 2016Q2 2015 Q3 2015 Q4 2015

150

250

50

Global Quarterly figures

100

Millio

ns

0

-June 2016June 2015Monthly figures

8.5 M

June 2016Feb 2016June 2015 Oct 2015

9.5 M

7.5 M

Monthly figures

9.3 million monthly active users in Q2 2016 15% adblock penetration

50.6 million monthly active users in Q2 2016 18% adblock penetration

- Q2 2016Q4 2013

30 M

Q2 2016Q4 2015Q4 2013 Q2 2014 Q4 2014 Q2 2015

50 M

Quarterly figures

30 M

Q2 2016Q4 2015Q4 2013 Q2 2014 Q4 2014 Q2 2015

50 M

Quarterly figures

Linear Rise

2013 2014 2015The cost of ad blocking PageFair and Adobe 2015 Ad Blocking Report

20162016

Per country (mobile browser that blocks by default)

In-app advertising is no longer

immune

Why people block (no order)

•Ads obscure content. •Privacy. •Bandwidth. •Security.•Because they can.

The “Blab-Off” TV remote control. 1952.

80%learn about ad blocking from friends / web / social media

THE GOOD NEWS

AD SERVING ADBLOCKING

CAN NOT TAMPER WITH

THE BLOCKED WEB*

* it’s like it’s 1995, and we can start over.

ARID WASTELAND

A NEW DAWN

61%67% 67%

% of adblock users who express a willingness to view each format

Popover Video non- skippable mid-roll

Display with audio

Video non- skippable

pre-roll

Interstitial Animated display

Video skippable

mid-roll

Video skippable

pre-roll

Still image Text0%

30%

60%

Listento users’grievances.

PageFair’s 3 Steps to Solving Adblocking

Listen Fixto users’grievances.

privacy, UX, security, &bandwidth.

PageFair’s 3 Steps to Solving Adblocking

Listen Fix SERVEto users’grievances.

respectful ads that can not be tampered with by adblocking.

privacy, UX, security, &bandwidth.

PageFair’s 3 Steps to Solving Adblocking

SOLVE THE THREE TERRIBLE PROBLEMS OF DIGITAL MARKETING WEB CLUTTER AD FRAUD VERSATILITY

#1

solves Web Clutter

ATTENTION V ADVERTISING

SCARCE ATTENTION

OVER-ABUNDANT ADVERTISING

ABUNDANT ATTENTION

SCARCE ADVERTISING

ATTENTION V ADVERTISING

#2

solves Ad Fraud

Attention = PLENTIFUL.

Adblockuser

Ads = SCARCE.

Attention = PLENTIFUL.

Adblockuser

Ads = SCARCE.Definitely human.

#3

solves Versatility

Most normal Web users BTL

ATL

AWARENESS

CONSIDERATION

INTENTION

PURCHASE

66% of online advertising is performance advertising, according to IAB/PwC Internet Ad Revenue Report, HY 2015

Adblock users BTL

ATL

AWARENESS

CONSIDERATION

INTENTION

PURCHASE

Adblock users BTL

ATL

AWARENESS

CONSIDERATION

INTENTION

PURCHASE

Blocked Web

Normal Web

Zero clutter Zero fraud bots

Normal Web

Severe clutter Fraud

Blocked Web

NOW

Normal Web Blocked Web

Future

TIME TO ENGAGE WITH THE

BLOCKED WEB

“Wall”

“Inform”

“Direct”

“Appeal”

“Choice”

Mandatory: Turn off

your adblockerNo

YesRegular Ads

50% - 90% Exit Your Site

Advertisement

Adv

erti

sem

e

Restored AdsAdvertisement

Adv

erti

sem

eWelcome to better ads!

Restored AdsAdvertisement

Adv

erti

sem

e

Ads blocked

Regular Ads

Please turn off your adblocker

No

Yes

Advertisement

Adv

erti

sem

e

Regular Ads

Restored Ads

Advertisement

Adv

erti

sem

e

Please turn off your adblocker

No

Yes

Advertisement

Adv

erti

sem

e

Tamper-proof Adblock Detection

Tamper-proof Adblock Detection

Tamper-proof Adblock Detection

Tamper-proof Adblock Detection

Tamper-proof Adblock Detection

Listen Fix SERVEto users’ grievances.

respectful ads that can not be tampered with by adblocking.

privacy, UX, security, & bandwidth.

PageFair’s 3 Steps to Solving Adblocking

Reinvention, not reinsertion

1. Q2 in UK: 9.5 MAUs 2. Q2 globally: 223.5 MAUs 3.There are many steps we can take… 4. But it’ simple now: Listen, Fix, then

Serve.

Summary