ad block gauge - aba · initial ad block gauge results •ivc implements ad block gauge on websites...
TRANSCRIPT
AD BLOCK GAUGE
PEDRO SILVA, INSTITUTO VERIFICADOR DE COMUNICACAO
Global Alliance for Digital Assurance
Site Certifier
App Certifier
Ad Block Gauge
Look ahead to global trends
Collaborating to create solutions that help the global media industry
Ad Block Gauge Overview
Ad block detection
Verified web
analytics
Insights & Strategies
Ad Block Gauge Technology
The objective is not to identify the method used or the tool installed
Site Certifier tag includes ad
server requests
Tag evaluates responses to ad server requests
Identifies if an ad blocker is
installed
Initial Ad Block Gauge Results
• IVC implements Ad Block Gauge on websites it audits in Brazil
October 2015
• Publishers in Brazil use technology to assess, analyze ad blocking
Fall 2015 • Sizeable ad
blocking detected in Brazil
Winter 2016
• AAM implements same technology on U.S. websites
March 2016
Brazil Websites
IVC audits mostly news websites
Majority display ads
Consider device used to access
Profile of Website Traffic
58%
38%
4%
0%
Unique Browsers
Mobile
Computer
Tablet
Others
30%
66%
3% 1%
Page Impressions
Mobile
Computer
Tablet
Others
Computer Mobile Tablet Others
Unique Browsers 24,1% 17,3% 25,0% 13,9%
Page Impressions 17,1% 13,9% 21,9% 11,0%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
Traffic Ad Blocking
Profile of website traffic on computers
74%
19%
4%
2%
0%
1%
Page Impressions
Chrome
Firefox
Internet Explorer
Safari
Apple WebKit
Others
Chrome Firefox Internet Explorer
Safari Apple WebKit Others Total Geral
Unique Browsers 25,2% 26,4% 12,3% 21,2% 12,0% 16,2% 24,1%
Page Impressions 17,5% 21,6% 8,7% 11,1% 7,9% 10,8% 17,1%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
Traffic Ad Blocking
Profile of website traffic on smartphones
80%
16%
4%
0%
Page Impressions
Android
iOS
Windows
Others
Android iOS Windows Others
Unique Browsers 18,7% 13,0% 18,4% 19,7%
Page Impressions 15,3% 9,3% 14,7% 19,9%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
Traffic Ad Blocking
Profile of websites traffic on smartphones
70%
19%
5% 4%
1% 1%
Page Impressions
Chrome
Safari
Apple WebKit
Internet Explorer
Firefox
Others
Chrome Firefox Internet Explorer
Safari Apple WebKit Others
Unique Browsers 18,7% 25,7% 18,2% 16,5% 10,2% 13,3%
Page Impressions 15,0% 21,2% 14,7% 12,6% 7,8% 10,5%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
Traffic Ad Blocking
Profile of website traffic on tablets
68%
32%
0%
Page Impressions
iOS
Android
Others
Android iOS Others
Unique Browsers 24,4% 25,4% 29,3%
Page Impressions 23,1% 21,4% 46,1%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
35,0%
40,0%
45,0%
50,0%
Traffic Ad Blocking
Profile of website traffic on tablets
67%
28%
4%
1% 0%
Page Impressions
Safari
Chrome
Apple WebKit
Firefox
Others
Chrome Firefox Safari Apple WebKit Others
Unique Browsers 25,2% 31,0% 27,8% 13,6% 24,0%
Page Impressions 22,6% 31,5% 22,7% 12,2% 22,3%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
35,0%
Traffic Ad Blocking
Profile of website traffic
0%
2%
4%
6%
8%
10%
12%
0% 5% 10% 15% 20% 25% 30%
Fre
qu
en
cy
AdBlock %
AdBlocked - Websites fequency Distribution - Page Views
0%
2%
4%
6%
8%
10%
12%
0% 5% 10% 15% 20% 25% 30%
Fre
qu
en
cy
AdBlock %
AdBlocked - Websites fequency Distribution – Unique Browsers
Ad Block weekly trends
11,0%
13,0%
15,0%
17,0%
19,0%
21,0%
23,0%
3-set 23-out 12-dez 31-jan 21-mar 10-mai 29-jun 18-ago 7-out
Ad Block PV Computer
11,0%
13,0%
15,0%
17,0%
19,0%
21,0%
23,0%
3-set 23-out 12-dez 31-jan 21-mar 10-mai 29-jun 18-ago 7-out
Ad Block PV Mobile
11,0%
13,0%
15,0%
17,0%
19,0%
21,0%
23,0%
3-set 23-out 12-dez 31-jan 21-mar 10-mai 29-jun 18-ago 7-out
AdBlock PV Tablet
Tendência de Redução de AdBlock a partir de maio/16
Alguns editores estão bloqueando conteúdo dos usuários com AdBlock
A maioria dos websites apresentaram a mesma tendência, em maior ou menor grau
Usuários de AdBlock bloqueiam seletivamente websites ou bloqueiam todos ao mesmo tempo?
Amostra de dois websites com AdBlock
Indices de AdBlock distintos entre os dois (10% vs 15% PV – 7% vs 9% UB)
Sobreposição de usuários entre os dois websites 10%
Os usuários de AdBlock que acessaram ambos os websites e usaram AdBlock, bloquearam ambos ou não?
Amostra de dois websites
• Usuários comuns
• Site A – 70%
• Site B – 41%
• Sobreposição – 11% Site A
Site B
Amostra de dois websites com AdBlock
• AdBlockers
• Site A – 18%
• Site B – 55%
• Site A e B – 28%
• Windows/Chrome
Site A
Site B
