"Adblock is a Boycott" Talk at #UXAwards
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There are 200M people blocking the ads. It's the biggest boycott in history (@dsearls). What caused this, what failed, how can we fix it? What's at stake? A quick talk based on industry and academic research and a call to learn from the failures of the past to build a better future for UX, Big Data, publishing, advertising, marketing, and identity rights.
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"Adblock is a Boycott" Talk at #UXAwards
- 1. Daytime Talks, November 16, 2015, NYC ADBLOCK IS A BOYCOTT UXAWARDS.ORG @UXAWARDS DAVID CARROLL ASSOCIATE PROFESSOR, PARSONS 2015 UXIES
- 2. adblock IS A boycOTT David Carroll @profcarroll Associate Professor of Media Design Adblocking is the Biggest Boycott in History: How Big Data and UX failed massively and how to fix it. Fair use rights reserved. #UXAwards
- 3. 200,000,000 people block the ads.
- 4. THE Biggest boycott in human history. — Doc searls David Carroll (@profcarroll) Adblock is a boycott. #UXAwards
- 5. if marketers had been measuring the market, they would have seen this coming. — Doc searls David Carroll (@profcarroll) Adblock is a boycott. #UXAwards
- 6. » What is it? » How did it happen? » Why did it happen? » What is happening now? » What happens next? » What can we do about it? We’ll look at industry and academic research on adblocking to address these questions: TALK Agenda A quick take on the latest research David Carroll (@profcarroll) Adblock is a boycott. #UXAwards
- 7. 7 Idiocracy (2006) Directed by Mike Judge
- 8. 8 Minority Report (2002) Directed by Steven Spielberg
- 9. Mad Men, Season 7 (2014) Created by Matthew Weiner
- 10. David Carroll (@profcarroll) Adblock is a boycott. #UXAwards
- 11. David Carroll (@profcarroll) Adblock is a boycott. #UXAwards
- 13. 13 Performance Video / Rich Media Targeted Networks / AMPs Vertical / Custom Mobile Publisher Tools Data Suppliers Ad Servers DMPs and Data Aggregators Measurement and Analytics Creative Optimization Media Planning and Attribution Verification / Privacy Ad Servers Retargeting SSPs Tag Mgmt Source: Lunascape by LUMA Partners
- 14. 14 The Online Advertising Ecosystem 12 34 Anonymizing network or proxy Service-oriented media companies that do campaign management and audience extension Both premium and long- tail sites and networks Measured impressions Network and Exchanges Buyer of Media Placements ADVERTISER OR AGENCY SOURCES OF BOTS Bot Script PHANTOM LAYER Phantom Websites Sold as clicks, views, video plays, or social media likes Botnet Large PPC Network Impression Handlers (platforms and exchanges) Anonymizing Search Engine Traffic Audience Extension or Other Supplier Network Secondary Phantom Site Ad Ad Ad Ad Broker of Traffic BROKER Buyer and Reseller of Traffic and Clicks PUBLISHER Seller of Traffic Provides what the broker requests, often clicks SUPPLIER Phantom Layer Traffic Mixes with Legitimate Traffic Publisher Publisher Networks Exchanges Verification Service Work to Keep Fraud Out of the System5 https://digitalcontentnext.org/blog/2015/09/28/2015-dcn-bot-benchmark-report-what-makes-a-publisher-premium/David Carroll (@profcarroll) Adblock is a boycott. #UXAwards
- 15. Source: Doc SearlsDavid Carroll (@profcarroll) Adblock is a boycott. #UXAwards
- 16. Source: comScore and Sourcepoint ! " # $ % & ' David Carroll (@profcarroll) Adblock is a boycott. #UXAwards ⛔ Ad Blocking ADOPTION RATES BY COUNTRY 5% 10% 15% 20% 25% 30% 30% 28% 16%16%16% 13% 12%
- 17. 20% 40% 60% 80% 100% Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+ 8%9%9%9% 13% 20% 7%8%8%8%11%16% US UK ! " David Carroll (@profcarroll) Adblock is a boycott. #UXAwards ⛔ Ad Blocking ADOPTION RATES BY AGE 👨👩 👴👱 👩 👵 Source: comScore and Sourcepoint
- 18. Source: comScore and Sourcepoint David Carroll (@profcarroll) Adblock is a boycott. #UXAwards 1.5% 3% 4.5% 6% 7.5% 9% US UK NL ES CA DE FR CN IN # $ % & '! " . / ⛔📲 Mobile Ad Blocking ADOPTION RATES BY Country
- 19. Popovers Non-skippable mid roll Display ads with audio Non-skippable pre-roll Interstitials Animated display ads Skippable mid roll Skippable pre roll Test display ads Still image ads 22.5% 45% 67.5% 90% 33% 33% 39% 55% 61% 71% 73% 78% 81% 83% Source: PageFair % of Respondents who are “completely Unwilling” to view various types of ads David Carroll (@profcarroll) Adblock is a boycott. #UXAwards ⛔🚫 👍 👎 🖕
- 20. Not annoying Respects my privacy Loads faster Relevant ad content Nothing, I will always block ads 20% 40% 60% 80% 21% 42% 53% 57% 71% Source: AdBlock Plus Which requirements would be sufficient to allow ads? David Carroll (@profcarroll) Adblock is a boycott. #UXAwards ⛔⚙ 🚫 🎯 ⚡ 👁 🕶
- 21. Source: Pew Research Center David Carroll (@profcarroll) Adblock is a boycott. #UXAwards 20% 40% 60% 80% Cleared cookies Deleted/edit post Disable browser cookies 32% 17% 42% 37% 24% 56% 41% 39% 70% 49% 71% 74% 18-29 30-49 50-64 65+ % of adult internet users who have done the following as a result of privacy concerns 🚫❌📛 🍪 📝 ⛔👁 🍪 👦👧 👨👩 👴👵👱 👩👵👦 👨👱
- 23. Zang J, Dummit K, Graves J, Lisker P, Sweeney L. Who Knows What About Me? A Survey of Behind the Scenes Personal Data Sharing to Third Parties by Mobile Apps. Technology Science. 2015103001. October 30, 2015. http://techscience.org/a/2015103001 Who Knows What About Me? A Survey of Behind the Scenes Personal Data Sharing to Third Parties by Mobile Apps Jinyan Zang, Krysta Dummit, James Graves, Paul Lisker, and Latanya Sweeney Highlights • We tested 110 popular, free Android and iOS apps to look for apps that shared personal, behavioral, and location data with third parties • 73% of Android apps shared personal information such as email address with third parties, and 47% of iOS apps shared geo-coordinates and other location data with third parties • 93% of Android apps tested connected to a mysterious domain, safemovedm.com, likely due to a background process of the Android phone • We show that a significant proportion of apps share data from user inputs such as personal information or search terms with third parties without Android or iOS requiring a notification to the user Zang J, Dummit K, Graves J, Lisker P, Sweeney L. Who Knows What About Me? A Survey of Behind the Scenes Personal Data Sharing to Third Parties by Mobile Apps. Technology Science. 2015103001. October 30, 2015. http://techscience.org/a/2015103001 Sharing of sensitive data by Android apps (left) to domains (right) http://techscience.org/a/2015103001/
- 28. https://hbr.org/2015/11/ad-blockers-and-the-next-chapter-of-the-internet David Carroll (@profcarroll) Adblock is a boycott. #UXAwards doc searls -
- 29. David Carroll (@profcarroll) Adblock is a boycott. #UXAwards
- 32. ● ● ● ● ● ● ● 0 2000 4000 6000 2012−01 2012−07 2013−01 2013−07 2014−01 2014−07 2015−01 NumberofFilters Filter Category Restricted Blocking Unrestricted Sitekey Added Sedo Sitekey Whitelist Released in ABP 2.0 Added Reddit Added Conversion Tracking for DoubleClick Added Google Search ads Added About.com Added Unrestricted AdSense for Search Figure 3: The growth of the Acceptable Ads whitelist. The whitelist has grown steadily since its introduction in 2011. On average, this filter list is updated every 1.5 days, adding or modifying 11.4 exception filters. The most recent version (Rev. 988 on April 28, 2015) includes 5,936 filters. Among these are exceptions for domain parking services, conversions tracking, and third-party ad networks. 3. ACCEPTABLE ADS In May 2011, Adblock Plus’s creator, Wladimir Palant, outlined Eyeo’s practices have incensed some publishers to such a degree that they have accused the company of “extortion” and “shaking
- 35. The Matrix (1999) Directed by The Wachowski Brothers
- 36. Where is this headed? what now? » Will big platforms swallow up publishing, advertising, and audiences in one gulp? » Will adtech and media buying show any restraint? » Will publishers sell direct? » Will people recapture their privacy? David Carroll (@profcarroll) Adblock is a boycott. #UXAwards
- 37. privacy is not only the right to keep a secret. David Carroll (@profcarroll) Adblock is a boycott. #UXAwards
- 38. privacy is the right to construct your own identity. David Carroll (@profcarroll) Adblock is a boycott. #UXAwards
- 39. privacy is the right to own to your own identity. David Carroll (@profcarroll) Adblock is a boycott. #UXAwards
- 40. privacy by design. big data rights. David Carroll (@profcarroll) Adblock is a boycott. #UXAwards
- 41. U X A W A R D S . O R G 2015 UXIES DAYTIME TALKS THANK YOU! @UXAWARDS #UXAwards NOVEMBER 16, 2015 NYC