It's Adblockageddon, how to survive and prosper
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SXSWi 2016 talk on adblocking from James Schad. 1. Scale and impact 2. Reasons behind adoption 3. Solutions for publishers and advertisers
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It's Adblockageddon, how to survive and prosper
- 1. Adblockageddon How to survive and prosper James Schad @schadow79 #adblock Adblockageddon How to survive and prosper James Schad @schadow79 #adblock Adblockageddon How to survive and prosper James Schad @schadow79 #adblock
- 4. Adblock 101
- 5. “I suppose some people expect Adblock to have been created in a fit of anti- capitalist rage, or as an idealistic effort to return the internet to its less commercial roots…” Henrik Aasted Sørensen
- 6. 22% 37% 12% Sources: IAB UK; PageFair/Adobe
- 7. 0 50 100 150 200 250 Jan-10 Jan-11 Jan-12 Jan-13 Jan-14 Jan-15 Jan-16 Millionsofdesktopadblockingusers 21m 30m 39m 54m 121m 181m +200m? +124% +50 % +?% Source: PageFair/Adobe
- 8. X X Mobile – iOS & Android
- 10. 14% 30% Source: IAB UK
- 11. The power of Millennials • Spending power • Sectors (hot sauce!)
- 12. Road safety - £2.2m Blood donation - £1.7mEducation - £1.9m Source: Dentsu Aegis Media
- 13. Sources: PageFair/Adobe, US election result 2012
- 16. • Why the rise?
- 17. “Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises…” Samuel Johnson, January 20, 1759
- 20. 1972 1999 2007 2011
- 21. 2015 45 ads per day Source: BARB/ThinkBox, Nielsen 2015 199 ads per day
- 23. Why people block online ads Recreate this chart
- 24. Retargeting
- 26. “Everybody should be running adblock software, if only from a safety perspective… you have not just a right but a duty to take every effort to protect yourself…” Edward Snowden, 2015
- 27. “Every digital application that can be used for surveillance and control will be used for surveillance and control” Shoshanna Zuboff, c.1985
- 33. Extortion
- 38. Walled garden • Facebook Instant articles • Cultural imperialism…?
- 40. Native • Combine with above
- 42. Asteroid
- 43. 3 point plan for publishers 1. Education, education, education 2. Give consumer’s control 3. Diversify distribution
- 44. 3 point plan for advertisers and agencies 1. Going native 2. Ask permission 3. The digitisation of “traditional” media 4. Acquire an ad blocking company?
- 45. 3 point plan for us 1. Download a spoiler blocker 2. Sell your data 3. Conscientious ad blocking
- 46. Adblockageddon How to survive and prosper James Schad @schadow79 #adblock Adblockageddon How to survive and prosper James Schad @schadow79 #adblock Thank you! Any questions? James Schad @schadow79 #adblock
Hinweis der Redaktion
- Hello everybody, thanks for coming today. My name is James Schad and I have a confession to make. I block ads. I haven’t seen an online display ad for 8 weeks now. And to be honest, I feel great! My web pages load more quickly I’m less distracted by attention seeking banners I don’t have that nagging feeling of being stalked around the web And maybe, just maybe, I’m buying less stuff I don’t actually need Frankly, it’s been liberating! But also a little bit scary because perhaps I’m putting myself, some of you and a whole heap of online publishers out of business… Today, I’m going to tell you the tale of adblocking and how I believe we can survive and prosper and not end up like the unsuspecting and unprepared dinosaurs.
- Because I believe that adblocking presents a great big, Michael Bay movie threat to the ad funded web. I believe that ad blocking has reached a tipping point, it won’t be long before the majority of 18-24 year olds will be blocking all online display advertising. Publishers need to find solutions to their ad-funded business models. Advertisers and their agencies need to figure out new ways of reaching audiences. And we all need to know how we should behave and what opportunities there are in this brave new world. I work for a UK media agency called Vizeum and I worry that as an industry we have had our heads stuck firmly in the sand for too long…
- For too long we’ve been uninformed or unwilling to engage with this very pressing issue As a company, Vizeum manages millions of pounds worth of digital advertising spend for clients like BMW, Budweiser and 20th Century Fox. So I care deeply about whether the money I manage for my clients is actually going to have the impact I plan it to have and selfishly I care whether I’m going to have a job in 5 years’ time… And I want you to start taking notice too because this issue could have profound implications for us all. My talk today will explore 3 key areas: The scale and impact of ad blocking The reasons behind its growing adoption The solutions for publishers and advertisers to exist in the post-adblocking world Firstly a quick primer on what ad blocking is and where it came from.
- Put simply an adblocker is a form of a firewall. Ad blocking software like Adblock Plus and AdBlock can be downloaded for free onto your desktop web browser (like chrome) as an extension which acts like a firewall between the browser and all known ad servers. The ad blocker detects when the web page is calling for an ad to be served and blocks this call. The ad server never receives the call for the ad and therefore doesn’t serve the impression. Similar technology is starting to become available on mobile but I’ll talk about that later in the presentation. Although ad blocking tech first appeared in the 90s. The father of today’s ad blocking software was a mild mannered looking Danish chap
- Henrik Sorensen, back in 2002, developed the 1st ad blocker as a way to distract himself from his university work and improve his coding skills, rather than trying to take down the ad funded web, “in a fit of anti-capitalist rage” His original code was later picked up and developed by Adblock Plus co-founder Wladimir Palant in 2006, giving us the ad blockers we have today. Sorensen is no longer involved and his relatively innocent technical project is now a global threat. (Pause to survey the room) Hands up if you currently use an ad blocker.
- Estimate hands… As an audience you’re not that representative of the wider population but as tech savvy, good looking, early adopters you probably represent a likely forecast of the trend in, say, a year’s time. UK penetration is a solid 22% (up from 18% in October), in austerity hit Greece a whopping 37% - maybe it’s some kind of anti-capitalist statement, while in Texas a more conservative 12% - maybe it’s something to do with the glorious weather, spending more time outdoors and less hunched over your keyboard. You can see this is becoming a global issue and it is also a rapidly growing issue.
- This graph represents the number of desktop ad blocking users globally. 2014 was the year that ad blocking hit the mainstream. Before being mainly the preserve of the tech savvy and the privacy hungry. In January 2010, PageFair estimated 21m active ad blocking software users globally. By Jan 2015, PageFair figures had rocketed to 181m and in 2016 will likely be well over 200m (around 7% of the world’s online population). However, with desktop ad revenues set to decline in 2016 and time spent on mobile now matching time spent on desktop. What about mobile?
- Mobile is a relatively new battleground for ad blockers In Aug 2015 Apple allowed developers to create ad blocking apps for IOS 9, allowing ads to be blocked on mobile browsers, and by the next month the top app downloads were for ad blockers. On Android, Samsung released an update in February this year that allowed similar apps to be developed. Apple and Samsung combined represent 38% of all mobile phones sold in 2015. In January 2016, a Global Web Index survey measured mobile ad blocking penetration at a huge 37%. But there are a couple of caveats: as people now spend 90% of their time in app and these ad blockers only effect mobile browsers then perhaps this latest iOS update isn’t as catastrophic as first thought. Also, Marco Arment, co-founder of Tumblr, then pulled Peace, his highly successful ad-blocking app, saying that it was a blunt tool that could damage innocent parties. But it’s potentially about to get a whole lot worse for publishers and advertisers reliant on mobile.
- This furry fellow here is the face of UK mobile operator Three, who in Feb 16 struck a deal with an Israeli ad blocking company called Shine Technologies to offer network level ad blocking to their customers. Industry commentator Frederic Filloux describes Shine as follows: “If Ad Block Plus is a Kalashnikov, Shine is a weapon of mass destruction”. They have already worked with a Bermudan network operator called Digicel to block ads to their 14m customers Most browser based ads will be removed, but the promoted ads that appear on your Facebook or Twitter feeds will not be affected. Although Shine hopes to block those in future as well. Three has claimed it did not want to eliminate mobile advertising, rather it wanted to “give customers more control, choice and greater transparency over what they receive.” What they didn’t mention was the potential revenue share deals with Google and Facebook. Where they’d let through certain ads from the big players in return for a cut of the ad revenue. Initially the tech will be tested with a small group of UK customers before roll out as an opt in service. With 9 million subscribers Three ranks as the smallest UK operator brand, but its parent company Hutchison is in agreement to buy O2's operations there from Telefonica, It has been suggested that the tech couldn’t be rolled out to the US due to stricter net neutrality laws which state that all service providers should allow access to content and apps, irrespective of where it comes from, and without blocking or favouring any products or sites. This is a significant development in the evolution of adblocking but it’s important to note that 80% of mobile data is actually accessed not via 3G or 4G but via WiFi which won’t be covered by this tech. We’ve looked at the rising scale of the problem but what type of people are most likely to ad block and why should we care.
- There’s a definite demographic skew. The IAB UK, our online trade marketing body, latest survey reveals that ad blocking is more prevalent amongst men and younger people. But why is this such a big deal? Why should we be concerned if digital advertising can’t reach almost half of young people?
- To give some idea of the stakes involved: According to Accenture figures, there are roughly 80 million 18-34 year olds, the so called Millennials, in the United States alone, and each year they spend approximately $600 billion on goods and services. And by 2020, Accenture project their spending in the United States will more than double to to $1.4 trillion annually and represent 30 percent of total retail sales. This is a pretty significant audience from an advertisers point of view. But this has potential to be more than just a problem for marketers of consumer goods & services - to paraphrase Fight Club, ads don’t just sell us shit we don’t need.
- There are more profound implications, particularly in countries like the UK in which advertising spend is used by the government to facilitate positive social change: For example, the UK government spent over £19m in 2015 specifically targeting young people across 15 campaigns including road safety, teacher recruitment and blood donation.
- And here in the US where you’re probably dismissive of our nanny state, your big problem, at least for the politicians, will be the vast sums of money spent on advertising during the forthcoming election. Political ad spend on digital channels will break $1bn dollars in the 2016 election season Ad blocking penetration is higher amongst groups more likely to vote Democrat. Democratic voting states on the sea-boards have higher penetrations of ad blocker usage. Also, there are key demographic groups blocking ads like young people and Hispanics who have historically voted blue. Therefore will the Republicans struggle to win their vote if they are blocking their ads? But ad blocking technology does have its uses though…
- I give you the Trump blocker, which finds and eliminates mentions of The Donald from one’s web browsing experience We’ve seen how ad blocking could impact advertisers and politicians but those under greatest threat from the rising usage of ad blockers are the online publishers reliant on an ad-funded business model… they lose out on ad spending dollars every time a user visits their site with an ad blocker installed. It’s already on the radar of Facebook who mentioned ad blocking as a threat to results in their 2015 annual financial report, and for good reason…
- Page Fair, an ad blocking analysis company, estimates the global economic cost of blocking ads will be $41.4bn in 2016. This represents about 30% of the total annual online ad revenue worldwide. A major German publisher recently stated that 40% of its monetization has been impacted by ad blocking. For the larger publishers and content distributors like Facebook, this will be an unpleasant but manageable hit to their bottom lines but a potential business killer for the long tail, the smaller publishers, especially those who rely on serving advertising to primarily a younger audience.
- But let’s rewind quickly, have we suddenly fallen out of love with advertising. Has there been a sudden decline in creative quality or a shortening of our increasingly impatient attention spans? Potentially… but I’m very much a believer in the theory that there’s nothing new under the sun
- Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises…” Does anybody know who said this and when? I’ll give you a clue this a quote from the 50s… the 1750s Clearly, there’s always been a tension between consumer and advertising, a battle for attention.
- In 1955, Eugene Polley invented this, the Flash-Matic… Does anybody know what it is? It’s the world’s 1st ad blocker. The world’s 1st TV remote control. And the purpose of the gadget was described in an advertisement as follows:
- "You can even shut off annoying commercials while the picture remains on the screen.“ Has this lead to the death of TV advertising?
- Or what about the next threat to TV advertising: the advent of PVRs in the 00s (TiVo unveiled at CES 1999) and the rise of paid, ad free TV networks like HBO, Netflix and Amazon Prime. Despite these threats TV advertising goes from strength to strength.
- The number of TV ads the average UK adult is exposed to each day has actually increased in the last 10 years from 38 ads in 2005. In the US the average adult sees almost 200 TV ads every single day. And in most advertising effectiveness measurement studies TV still remains the most effective medium. The SuperBowl commercials are still celebrated highlights of the broadcasting calendar. It seems TV advertising is winning the battle but our relationship with the web has always been different. Why are people increasingly blocking ads on line? To explain it I could bore with you reams of statistics and graphs… but like all complex subjects, as Keli Dailey mentioned in her talk on Friday, satire often does it best…
- I’m afraid that despite South Park summing up the problem more succinctly than I ever could I’m still going to have to show you some graphs.
- The IAB’s study into ad blocking has looked at the reasons behind adoption. “They’re interruptive” is the key concern – the relentless stream of popovers, interstitials and pre-roll clearly not making for an engaging user experience online. Users are less accepting of advertising online, where they expect more control over their experience and are less willing to take part in the value exchange which advertising offers. i.e. look at these ads in exchange for free content. Users also find ads annoying, slowing down the web browsing experience, often irrelevant and potentially invasive of their privacy. I’m going to look at some of these in more depth starting with “can be annoying” Does everyone know what re-targeting is? Re-targeting a user with an ad for a product they have just been researching on an ecommerce site. It’s my personal bete-noire.
- This Google trends graphs shows that as retargeting started to rise, so did searches for “how to block ads”. It’s no coincidence. I personally have a couple of issues with re-targeting: it’s still too stupid… continuing to target users with the same product long after purchase, especially if they’ve used another device or gone in-store to buy. Or it just totally misjudges the situation.. Last Xmas I went online and bought my niece a Disney princess dress as a gift. Throughout January I was then stalked by re-targeting ads trying to get me to buy more Disney princess dresses as if I had some kind of weird fetish… My 2nd issue is – does it actually work? Conversion rates appear high but are advertisers who use re-targeting achieving genuinely incremental sales or merely preaching to the already converted?
- Next up is page loading speed. The New York Times measured the mix of advertising and editorial on the mobile home pages of the top 50 news websites and found that more than half of all data came from ads. They also looked at data usage and extrapolated that out to cost per page on a typical data plan – Boston.com costing 32 cents just for the privilege of being advertised to. Ads will also drain your battery faster. Web pages are bloated with data from advertising caused by image size, dynamic content and tracking scripts. And it’s the 3rd of these which brings us on to the next area of concern for the ad blocking generation.
- Only about a 3rd of those surveyed by the IAB were concerned about privacy, but perhaps they should listen to everyone’s favourite, publicity shy, ex-spy – Edward Snowden. Most ad tracking requires the use of Javascript which can be a vector for a malware attack in your web browser. Adblockers act as a firewall to prevent this
- And back in 2007, several consumer advocacy groups asked the U.S. Federal Trade Commission to create a Do Not Track list for online advertising, similar to the Telephone Preference Service, where you can request that marketers don’t contact you. Although software was developed to request that a user wasn’t tracked, most publishers and advertisers chose to ignore that request as there are no legal or technological requirements for its use. This was as predicted by US academic and digital prophet Shosanna Zuboff back in the 80s who stated that every digital application that can be used for surveillance and control will be used for surveillance and control.
- Publishers, advertisers and agencies have to take collective responsibility for what we have created, a plethora of ad tech out there which can track us without permission and whose javascript is clogging up our webpages.
- If you’re concerned about your privacy on the web then I recommend downloading the Ghostery browser extension which monitors which of the 2,000 ad trackers are following you on any given webpage. It’s an eye opener. You can choose to block the tracking or just watch in fascination as the scores of 3rd party trackers follow you around the web.
- A quick side note on another privacy matter with potentially huge implications for the digital advertising industry From 2018 onwards, the new EU general data protection regulation will be implemented across all EU countries.. It requires that the processing of personal data (which includes all digital data) by an organisation requires the “unambiguous consent” of the user. These rules are being agreed in early 2016 and will take effect 2 years later, allowing companies time to assess and prepare. It’s unclear how this will affect online ad tracking but the new regulation is likely to have a significant impact on digital advertising and will affect not just EU companies but any company which does business in the EU or collects data on EU citizens.
- Right! I’ve looked at the scale and impact of the ad blocking problem, the reasons behinds its adoption. Now it’s time to see what solutions are there for publishers to defeat the ad blocking rebels.
- One of the key adblocking companies AdBlock Plus has set out criteria for whitelisting ads. That is to say allowing ads from certain publishers to be displayed if they fit those criteria. Their Acceptable Ads manifesto aims to make ads less interruptive and annoying. The IAB is introducing a similar scheme, the lean ad initiative, working with advertisers and publishers to reduce ad load times, improve safety and user experience. Whether this is enough to win back the millions already with ad blocking software remains to be seen. The average ad blocker isn’t going to say “Oh I hear the IAB has launched a scheme to improve the quality of advertising, I better get rid of my ad blocker” The stable door is being closed well after this horse has bolted.
- One of the biggest issues publishers have with whitelisting, whose stated aim is to improve the quality of advertising and a users experience, is that it actually seems to be a method of extorting them for their hard earned cash. Publishers are understandably miffed because they allege that AdBlock Plus charges a fee of 30% of all ad revenues to gain access to the whitelist. Although AdBlock Plus states that "no one can buy their way onto the white list", it does charge fees for what it terms "support services", the details of which are not made public. Are ad blockers a modern technological mafia? A lot of people think so and several German publishers have taken the matter to court to contest the legality of ad blocking software, claiming that it is an illegal and anti-competitive practice which infringes the freedom of the press. However German courts have repeatedly ruled that users do have the right to use ad blockers. The consumer right to privacy and control deemed more vital than publisher’s ad funded business models. Publishers are striking back then by denying access to users unless they turn off their ad blocker or whitelist the site.
- Publishers have no right to force readers to be exposed to certain kinds of ads or allow numerous third parties to collect their information without a prior agreement; but readers have no right to read or view content that they don’t pay for in one form or another, be it with money or data – a value exchange must take place. The IAB in the US are encouraging publishers to restrict usage until a value exchange has been acknowledged by the user Detect ad blocking, in order to initiate a conversation Explain the value exchange that advertising enables Ask for changed behavior in order to maintain an equitable exchange Lift restrictions or Limit access in response to consumer choices This type of approach is important – 56% of British adults online aren’t aware that most websites are free thanks to advertising revenue But worryingly 39% of Brits are unprepared to turn off their ad blocker or whitelist even if meant being denied access to their favourite website. If they’re not prepared to be advertised to, are they prepared to pay for content?
- Subscription models for publishers aren’t new with the FT, the Times and the Wall Street Journal all making the model work. However their premium content justifies the cost. What are the options for smaller, less premium publishers? Google Contributor is a service launched in the US towards the end of 2015 which allows users to have an ad free experience within the Google Network of content sites (including The Onion and Mashable) in return for a small monthly contribution – between $1-$15 When the user visits any of the Contributor-supported websites, a small part of the contribution will go to the website owners.[2] The traditional ad units, instead of displaying advertisement material, will display a thank you message. Also, launched in late 2015 from Google, YouTube Red is a monthly-paid subscription service exclusively for users in the United States. Similar to Spotify, for $10 per month it provides advertising-free streaming of videos hosted by the service, offline and background playback of videos on mobile devices, and access to exclusive premium content.
- GQ is experimenting with micro payments, working with a start-up, Cointent ($1m seed funding), which allows users to pay by the article. The Economist has been working with a similar company Blendle for a while, which offers refunds to readers when they’ve read, but haven’t liked an article However, these aren’t frictionless services and still require the user to sign up to their payment system. For this reason publishers like News UK have rejected it as a viable funding model. Also, it would require a big shift in consumer behaviour, a Reuters report states that only eleven percent of respondents in the US and six percent in the UK say that they have paid for online news in any capacity; the average amount paid per month per user was ten dollars (ten pounds in the UK).
- Another way of thinking for publishers is to move beyond the website… BuzzFeed’s CEO Jonah Perreti presented this slide at last year’s SXSW demonstrating Buzzfeed’s network approach to content distribution. Frank Cooper also mentioned it yesterday. They use 30 platforms, from Facebook to Pinterest to Snapchat. In a month they do over 5 billion video views, less than 5 percent of which are on BuzzFeed.com. It’s a simple concept: publish content where people are, rather than forcing them to come to you. Rather than display revenue, Buzzfeed’s business model relies on native advertising, using their own creatives to develop sponsored content and distribute via their social channels. Other publishers are certainly upping their games in this area as they attempt to move beyond the website with Jim Bankoff from Vox mentioning how they’ve adopted a similar distributed model.
- But the distributed model isn’t without its threats. Facebook’s launch of the fast loading Instant Articles format which will be available to all publishers from April this year. The format loads articles inside the Facebook app more quickly than traditional links by stripping out most of the code and pre-fetching stories when you approach them in the News Feed. Facebook will take 30% of any ad revenue they sell within these stories. Both Google’s Accelerated Mobile Pages and Apple News are similar fast-loading format. This will shift even more ad revenue to Facebook and Google who according to eMarketer data will take 40% Share of the US Digital Display Market by 2017 As Ben Lerer in his future of media talk described, Google and Facebook are the new cable TV companies controlling the distribution of all content. But as Casey Gerald alluded to in his keynote, is it dangerous to concentrate so much power into a monopoly of companies?
- Viz magazine, the often outrageous British adult comic has become the latest victim of Facebook’s cultural crusade. Last year the title’s popular Facebook page was deleted without warning or explanation. And in India, Facebook aims to create a walled garden by offering free internet to millions but not the open web. Only what Facebook decide is acceptable. If their lobbying is successful, millions will only see one view of the world. A censored, nipple-free view that’s controlled by one private company on the other side of the world. And when will Facebook skip out the middle man and start producing the content themselves or begin to acquire publishers.
- Luckily there are still plenty of other distribution platforms to prevent a monopoly. Snapchat is a rapidly growing platform with major publishers like Vice, the Mail, CNN and Comedy Central already distributing content via their app but I believe the next big development will come from China. WeChat is their messaging platform, with 570 million users logging in every day. In addition to personal accounts, individuals and companies can register for public accounts. They work a little bit like blogs which live in the app and are embedded in the messaging experience.
- Quartz has taken inspiration from WeChat with its new app which serves content like a messaging app. It has a limited AI which allows users to create a dialogue with the news stories themselves, asking specific questions to delve deeper into the stories. And in terms of funding, Mini is the launch sponsor of the app, with future ads to be native to the “integrated with the rest of the app beautifully, unobtrusively, and in parallel with the editorial experience”. To achieve scale though you’d think they would need to partner with an existing platform like Facebook’s messenger or Facebook owned WhatsApp… again placing the control of their distribution at the mercy of the big player
- We’re almost at the end of my tale. In conclusion, ad blocking is an existential threat to an ad funded web but in the long run, there could be a hidden benefit to blocking ads for advertisers and publishers: Ad blockers could end up saving the ad industry from its worst excesses. If blocking becomes widespread, the ad industry will be pushed to produce ads that are simpler, less invasive and far more transparent about the way they’re handling our data — or risk getting blocked forever if they fail… And anyway perhaps the web is the vestige of a world before the rise of mobile and the diverse range of distribution platforms now available. The agile and adaptable will evolve and survive but some of the dinosaurs will get even bigger… and the number of different voices may well be reduced. I’ll leave you with my the 3 point plans for publishers, advertiser and agencies, and us as human beings.
- Education is vital to safeguard publisher advertising revenue. We need to go back to basics and communicate transparently with consumers to encourage participation in a fair value exchange – high quality content must be funded. It will be important to offer consumers greater choice in their advertising experience. Give them control of the frequency and type of advertising and they will more likely be prepared to engage with it. Don’t be so reliant on a web destination, increase the platforms you distribute across and transition your advertising model to be lead by sponsored content
- Going native – not just taking advantage of new publisher ad opportunities but also distributing your own content and improving your owned digital user experiences. Ask permission – this may become a legal requirement in terms of tracking but we can also re-look at unsexy permission based marketing like email where open rates although declining are still higher than any banner click through. TV, Ooh and Radio will become more data-driven with buying models and targeting capabilities equal to digital. For example, in the US, the Rubicon Project is leading the way in trying to get the traditional channels into the 21st century Or if in doubt an ad agency could just buy up an ad blocking company blocking all its competitor ads and whitelisting its own…
- Make use of ad blocking tech to improve your life. Last year, there was a Star Wars blocker to help people avoid spoilers before they saw the film. This year I’m hoping they make a Game of Thrones blocker, especially as the US gets it before us Brits. I’d prefer to know nothing… VRM or vendor relationship management is a rising trend. Start-ups are emerging to allow people to share and monetize their digital data. Powr of you and People.io are a couple of the players in this space Finally, if you do use an ad blocker, consider the value exchange and start whitelisting the sites who you want to continue supporting. Content isn’t free and advertising should still be part of the model we have to fund it.