ad blocking: a consumer right

Shine

Ad Blocking:A Consumer Right

Roi Carthy | CMO, Shineroi@getshine.com | @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?

Roi Carthy | CMO, Shineroi@getshine.com | @roi

Shine

Thank You.