Tag Archives: ad-blocking

Ad-blocking up 30pc in 2016 as privacy becomes a hot button topic

A new worldwide report into ad-blocking has found that 615 million devices globally are blocking ads on the web.

To put that in context, that figure represents over one in ten people online, and is also up 30 per cent in 12 months.

The state of the blocked web survey, by Adblock, presents a combined picture of desktop and mobile adblock usage for the first time, and found that ad-blocking on mobile is exploding, particularly in Asia.

Key stats to be aware of:

  • 615 million devices now use adblock
  • 11% of the global internet population is blocking ads on the web
  • Adblock usage grew 30% globally in 2016
  • Mobile adblock usage grew by 108 million to reach 380 million devices
  • Desktop adblock usage grew by 34 million to reach 236 million devices
  • 74% of American adblock users say they leave sites with adblock walls
  • Adblock usage is now mainstream across all ages

Certainly privacy is one of the key drivers fuelling this phenomenon, as people tire of intrusive ads tracking them around the web, although the ads’ impact on page loading speed as well as bloated pages eating through data allowances are also significant factors.

So what does the ad-blocking surge mean for the privacy landscape?

Well, the numbers involved are obviously significant, which means we have a rapidly-growing online population that will modify online behaviour to avoid things that worry or irritate. And they’re doing it at scale, and across all devices, with the mobile ad-blocking increase predicted to hit North America and Europe next.

Also control is key – while this is not a revolt against digital advertising per se, rather the methods it employs, the internet population is increasingly showing it won’t be forced to watch or download things it doesn’t want to, because there is now another way.

With awareness around personal data issues also growing exponentially, this is heartening news – because the old ways are being disrupted in this industry, too, and technology such as digi.me is innovating in a way which again will benefit the consumer with minimal hassle to implement.

So all hail the ad-blocking army – user control and willingness to use a tech solution that shows a better way is good news for everyone driving the Personal Data Economy forward to a person-centred Internet of Me.

A plan for peace in the personal data war

Our founder and chairman Julian Ranger is the subject of an excellent new interview.

Taking a look at the war between those who want to take our personal data and those who want to use it to track and target us with ads, the first paragraph eloquently sums up the situation: “Starting wars is easy. It’s finishing them that’s difficult. What exactly is peace going to look like? How do you repair the damage? Can life really be the same again?”

It’s a fascinating look at a difficult and tricky situation – and Julian explains why some vaunted ‘solutions’ just won’t work and why the digi.me-supported Internet of Me vision and forum based around the same ideas, where the interview appears and which we started and support, is the only way forwards.

Some choice quotes to whet your appetite:

“There’s this strange paradox where people seem to care about privacy but carry on doing things that compromise it,” says Julian. “I think that’s because it’s all too difficult. People turn away and pretend to ignore it ­­– we all do it.”

“At digi.me, when we talk about what the Internet of Me means to us we talk about utility — utility to you the individual getting your data back and then utility to businesses, government and society as a whole when we share it.

“We say that by doing it the way we at digi.me propose it is 100% private and it will enable a more private world. But there is this huge body of people who are not going to come to that way of thinking because they want to fix today’s privacy problems. I want to tell them this: we can’t. We can’t fix all those problems with a load of different point solutions. The model is so broken and busted that you can’t do it.”

I see a true Internet of Me as being where I own and control my data and companies knock on the door to ask for it and I get to control who gets it — that’s all open and transparent. It’s the light side.

Click here to read the interview in full

 

Ad-blocking hits the mainstream in the UK

Nearly 15 million people in the UK will be using ad-blocking technology by 2017 according to the first ever estimate from eMarketer.

By the end of next year, it expects 27% of internet users, or 14.7 million people, will be choosing to stop digital ads on at least one of their devices, largely in response to evermore intrusive tracking ads that take personal data without permission and also create slow, heavy pages that cannibalise bandwidth and add to page load times.

The report estimates that of the 10.9 million people who currently block ads, the vast majority (90.2%) do so on a desktop or laptop PC, with about 28% blocking ads on smartphones, although there is overlap as some block on multiple devices. Mobile ad blocking is still lagging behind, as the tech is still catching up and ad blocking doesn’t fully work within apps, where most mobile users spend their time.

eMarketer senior analyst Bill Fisher said: “There’s no doubting that ad blocking is now a very real issue for advertisers. Next year, over a quarter of the people they’re trying to reach will be wilfully making themselves unreachable.

“The good news is that numbers like this have forced those within the industry to think long and hard about what it is that they need to do better in order that this practice doesn’t become an epidemic.”

The “greatest consumer boycott in history”, as it has been dubbed, already sees more than 250,000 million users of ad-blocking tech worldwide, with numbers increasing fast.

And while a failure of advertising to understand what their readers do – or don’t – want has contributed heavily, the effects are far-reaching.

Industries and models that rely on advertising to fund their content and make it available for free – including video games and newspapers – find their very funding model under threat as part of this anger aimed at advertising that tracks us and sells on our data.

So what’s the way forward? Ad blocking has always been with us, in the sense that if we didn’t want to read an ad in a paper we simply skipped over it and on to the next news item we were interested in. Ad-blocking isn’t designed to punish the publishers, but the ads that don’t respect our privacy – so how can we apply this analogue blocking to the digital age, and pack a punch where it needs to go without hurting those who are largely innocent parties?

Handily, work is underway at the Internet Identity Workshop in Mountain View on just that, at sessions run by internet legend and our advisor, Doc Searls, and attended by our founder and chairman Julian Ranger and our EVP North America Jim Pasquale.

As Doc said ahead of the session: “What we need is a solution that scales for readers and is friendly to publishers and the kind of advertising readers can welcome—or at least tolerate, in appreciation of how ads sponsor the content they want. This is what we have always had with newspapers, magazines, radio and TV in the offline world, none of which ever tracked anybody anywhere.

“So now we offer a solution. It’s a simple preference, which readers can express in code, that says this: Just show me ads that aren’t based on tracking me. Equally simple code can sit on the publishers’ side. Digital handshakes can also happen between the two…”

The work at IIW will be to reach agreement on that term, its wording , and the code that expresses and agrees to it.

As Doc said: “…this one term is a first step. There will be many more before we customers get the full respect we deserve from ad-funded businesses online. Each step needs to prove to one business category or another that customers aren’t just followers. Sometimes they need to take the lead.

“This is one of those times.  So let’s make it happen.”