ad block gauge - aba · initial ad block gauge results •ivc implements ad block gauge on websites...

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

OBRIGADO

pedrosilva@ivc.org.br