Conor Mullen from RTE's presentation from Digiday's WTF Ad Blocking event in London - March 10, 2016.

2. Who are the Audience
People Power

3. Interesting Slide #1

4. Interesting Slide #2

5. Interesting Slide #3

7. 2012 Publisher Response to Adblocking

8. 2016 Publisher Response to Adblocking

11. Secret Sauce

16. ENORMOUS
Big New
Adblocking Tech Stack
VC
Investment
Opportunity

17. Ghost Boomerang Effect

18. “GOD HAS A
MOST
WICKED
SENSE OF
HUMOUR”

19. 41%installed because preroll
75%said intrusive ads
more than anything else than speed or data usage
88%say pop up ads are most annoying

22. Generation Z Brain

24. Most
People
Access
Video via
Wifi or
Fixed Line
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Belgium
CroaDa
France
Greece
Ireland
Latvia
Netherlands
Poland
Romania
Serbia
Slovenia
Switzerland
United Kingdom
Via fixed Line or Wifi
Via mobile network

25. Ad CluUer

26. New Slant on Homepage Takeover?

28. Irish Childcare
Service
Adult
Material

31. Give Me Personalised Ads

33. The UnCanny Valley

34. 57%of people are concerned
about the web eroding their
privacy

36. Trends in Privacy

37. Publisher has
not been named
so as to
protect the
innocent

39. 53%prefer to browse anonymously
63%are concerned with how their
personal data is being used
40%delete cookies so that websites can forget them
Source: Global Web Index
Privacy

40. 24% of
Internet users delete their first party cookies in
a given month and do so an average of 3 Dmes
per deleter.
Source: Comscore
33% of Internet users
delete 3rd parDes cookies
7 Dmes per month

41. 44%of TwiUer and google+ users deleted cookies so
that websites will not remember them
42%of facebook, You Tube and
Instragam users did the same

44. On Demand Content is
Driven by Free Content
64%
Adults 16+
Source:Media Intelligence Service – Media ConsumpDon Trends - November 2015

49. “This is
malware””
“Fake and
Malware””
“It’s a
malware””

50. “Deleted
Immediately”
“It kind of irritates
me...one more and
this Ad blocker
goes byby”
“It also gives
ads of it's
own”

51. 27%
of European Adults use a connected TV
82%

52. 5average number of Potential Portable Online Devices in the home.
Source: google 2015

53. 1. People are becoming more and more au fait with
their privacy rights and how much information they
are sharing online
2. Self regulation needs to be taken seriously
3. Consumer Choice is the Reality
4. Not all adblockers are the same

54. 25%
20%
24%
16%
52%
39%
36%
32%
The site and its content is
trustworthy
I trust advertisers and
brands that appear on this
site
I find this type of advertising
more engaging than a
standard static advert
The advertising on this site
is relevant to me
Any Network/Blind site Any Premium site
Advertising and content is more trusted and engaging on premium sites
Source: AOP Ireland

55. Be Upfront

56. There’s only so much Dme in the day, and only so many
pages where actual human beings are really
paying a3en4on

57. There are few places where marketers can
be assured of quality,
engagement, and
appropriate
context.

59. Now this is not the end. It is not even the
beginning of the end. But it is, perhaps, the
end of the beginning.

60. How Will I Survive?

61. @IamConorMullen