We witnessed a number of paradigm shifts in 2020 on the road to the ending of 3rd Party Cookie support.
Apple in particular was highly active on the user security front - introducing default 3rd Party Cookie Blocking right across its software portfolio. iOS 14, iPadOS 14 and macOS Big Sur all ushered in a new age of user-centric protections - to help prevent third party exploits which happen all too frequently on the internet.
And while Apple’s Safari and Firefox’s...
Despite years of advance warning, and an already prevailing paradigm shift towards heightened user safety and explicit consent - several web properties have done little to prepare themselves for the new era of locked-down browser security. In fact I’ve almost noted a prevalence of certain websites doubling down on their misguided stance - and putting in place all manner of ad-blocker alerts pop-ups and barriers.
Back on February 15th Google introduced a number of new ad filtering algorithms into its Chrome browser - these have also come to be known as ’Chrome Filtering’, and are a series of automated processes which protect users by screening out questionable advertiser behaviour.
The new guidance is split across Desktop and Mobile devices, and I will refer to the diagrams in each of the included images - which I have updated for greater clarity.
There’s a lot of misunderstanding about what ad blockers do, and about what their real impact is. Several different strategies have emerged to deal with ad blockers, from outright access blocking to gentle consumer petitioning. Yet there is only one genuinely successful way to deal with ad blockers - which is to serve up properly vetted ads natively.
I talk of ’properly vetted ads’ as the downside of programmatic advertising is the lack of significant validation - ...
Ad Blockers have been responsible for reversals in fortune for an enormous variety of websites and digital properties. In Western Europe, and in countries like Germany and Poland, the proportion of web users deploying some form of ad blocker or privacy tools is getting into the region of nearly 50%. In the UK, the figure is currently around 20% and growing fast.
In several scenarios, it’s a case of digital property owners really not knowing what they don’t know - meaning ...
The IAB or Internet Advertising Bureau has come up with a couple of initiatives / strategies for tackling the ever growing impact of Ad Blockers, in the form of the suitably acronymed - LEAN and DEAL.
L = Light (Lightweight)
E = Encrypted
A = Ad Choice Supported
N = Non-Invasive Ads
For a variety of reason ads slow down page upload speads, IAB’s LEAN standard means to speed up page loads by no longer pre-loading ads when the units aren’t in...
A recent article in the Guardian quotes UK Culture Secretary John Whittingdale calling out adblocking companies as a ’modern-day protection racket’. By this he is having a go at their ’whitelisting’ services where many of the ad blocking services take payment for whitelisting particular providers - these though can still be screened out by end-users. He cites that ad blockers are putting news delivery services, as well as the music industry in mortal peril and must be ...
Like it or not Ad Blockers are here to stay and their impact is growing every day. Germany and Poland already passed 50% last year, the rest of the world’s browser-based audience is catching up fast, and there’s no mystery as to why all this is happening. Ads are generally woefully poorly targeted (I got a Pampers pre-roll ad on a Nine Inch Nails Vevo Video???), too invasive and pervasive, eat into your bandwidth costs, slow down you page loading speeds, often carry malware, and ...
Bryan Appleyard of The Sunday Times throws in his ten cents on what we’ve been calling Cookie Armageddon for a couple of years now. It is a valiant effort, yet somewhat over-simplistic in approach, and its advertising bias does not really cover the broader impact of 3rd party cookie blocking, and how it’s actually a much needed measure to protect consumer privacy and shield consumers from malware and unauthorised use of their personal data.
Bryan starts his piece with the ...
Affino CEO Markus Karlsson will be presenting an updated briefing on ’Surviving the Cookie Armageddon’ - a state-of-the-industry address on the impact and mitigation of Ad Blockers and Privacy Tools.
Affino has evolved an in-depth audit and analysis for evaluating the impact of ad- and cookie-blockers per domain; Markus will be sharing some of the top-line data and key insights we have discovered to date, as well as laying out what the future trends may be, and what coping ...
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