ad blocking: a consumer right
TRANSCRIPT
Shine
Ad Blocking:A Consumer Right
Roi Carthy | CMO, [email protected] | @roi
Presented at the European Union Parliamentby Invitation of Josef Weidenholzer, MEP
Shine On!
Expertise: Cybersecurity & Whitehat Hacking. Founded: To Reinvent The Anti-Virus.
We Discovered
Ad Tech Impacts A Lot More People Than Viruses.
Ad Tech is Abusive
To the User Experience. To the Network.
At Shine We Believe
That Consumers Have an Unalienable Right to Block Ads.
Ad Tech (Mostly) Doesn’t Agree
Adware is Malware with a Legal Team.
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
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
Factors That Are Propelling Ad Blocking
Ads: Volume & Intrusive Behavior
Distribution: Firefox & Chrome
Demographics:Technology Embracing
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?
If Ad Blocking on Desktop is Chapter 1...
Ad Blocking on Mobile is Chapter 2.
Ad Blocking on Mobile is a MustMobile Form-Factor = More Intrusive Ads:
Ads: Much more disruptive to user-experience. Tracking: Much more personal.
Why Hasn’t Mobile Ad Blocking Exploded?Apple & Google:
Tight OS Control. Tight App Distribution Control.
Carriers Enter the Game. Apple Enters the Game.
Game Changers
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.”
Brand Innovation:Consumer Champion Strategies
Uniquely Positioned:Can Roll-Out Ad Blocking at Scale
Why Carriers?
