@johnnyryan / @PageFair

200 M

100 M

mid 2009 mid 2011 mid 2013 mid 2015

50 M

25 M

Global

50.6 million monthly active users in Q2 2016 18% adblock penetration

30 M

Q2 2016Q4 2015Q4 2013 Q2 2014 Q4 2014 Q2 2015

50 M

Linear. Not exponential.

NOT THE “ADPOCALYPSE”

ADBLOCKING IS LIKE

CLIMATE CHANGE

CRISIS OF THE COMMONS

ADTECH IS FOCUSED ON SHORT TERM

WINS.

The need to monetize has led to unrestrained

advertising.

Increase in ad volume and page clutter. Increase in experience interruption.

Increase in data snooping.

Decline in audience goodwill, Decline in attention to ads, Decline in trust.

Advertising blocking by users

2

1 3

4

2013 2014 2015The cost of ad blocking PageFair and Adobe 2015 Ad Blocking Report

20162016

Per country (mobile browser that blocks by default)

In-app advertising is no longer

immune

Why people block (no order)

•Ads obscure content. •Privacy. •Bandwidth. •Security.•Because they can.

The “Blab-Off” TV remote control. 1952.

80%learn about ad blocking from friends / web / social media

THE GOOD NEWS

AD SERVING TECHNOLOGY

THAT CAN NOT BE CIRCUMVENTED BY

ADBLOCKERS

ARID WASTELAND

A NEW DAWN

61%67% 67%

% of adblock users who express a willingness to view each format

Popover Video non- skippable mid-roll

Display with audio

Video non- skippable

pre-roll

Interstitial Animated display

Video skippable

mid-roll

Video skippable

pre-roll

Still image Text0%

30%

60%

Listen Fix SERVEto users’ grievances.

respectful ads that can not be tampered with by adblockering.

privacy, UX, security, & bandwidth.

PageFair’s 3 Steps to Solving Adblocking

The Blocked WebNo clutter. No bots.

SOLVES THE CMO’S THREE TERRIBLE PROBLEMS IN DIGITAL WEB CLUTTER AD FRAUD VERSATILITY

#1

solves Web Clutter

ATTENTION V ADVERTISING

SCARCE ATTENTION

OVER-ABUNDANT ADVERTISING

ABUNDANT ATTENTION

SCARCE ADVERTISING

ATTENTION V ADVERTISING

#2

solves Ad Fraud

Attention = PLENTIFUL.

Adblockuser

Ads = SCARCE.

Attention = PLENTIFUL.

Adblockuser

Ads = SCARCE.Definitely human.

#3

solves Versatility

Most normal Web users BTL

ATL

AWARENESS

CONSIDERATION

INTENTION

PURCHASE

66% of online advertising is performance advertising, according to IAB/PwC Internet Ad Revenue Report, HY 2015

Adblock users BTL

ATL

AWARENESS

CONSIDERATION

INTENTION

PURCHASE

Normal Web

Blocked Web

Normal Web

Zero clutter Zero fraud bots

Normal Web

Severe clutter Fraud

Blocked Web

NOW

Normal Web Blocked Web

Future

TIME TO ENGAGE WITH THE

BLOCKED WEB

1. Publishers - not advertisers - feel the most pain.

2. But consumer pain is real too. 3.Three steps: Listen, Fix, then Serve. 4.It is time to engage with the Blocked

Web.

Summary