Adblock Research

 

Adblock Research

I lead the analysis, production, and release of PageFair's industry reports, which are the global authority on the topic of adblock.  My work is often cited in leading publications like the New York Times, Economist, Wall Street Journal, Financial Times, Time, Forbes, and Entrepreneur Magazine, and used by analysts and trade bodies such as Kleiner Perkins Caufield Byers, Adobe, eMarketer, the Interactive Advertising Bureau, the International News Media Association, and Wells Fargo.

 
 
  Image Credit: 2017 Internet Trends Report, Kleiner Perkins Caufield Byers

Image Credit: 2017 Internet Trends Report, Kleiner Perkins Caufield Byers

Data about Adblocking in the 2017 KPCB Internet Trends Report

For a second year, the data about adblock for which I led the analysis and distribution was used in Mary Meeker's Internet Trends Report from VC firm Kleiner Perkins Caulfield Byers.  This report is one of the most-anticipated indicators of the world's internet trends for the coming year.

 
 Image Credit: PageFair

Image Credit: PageFair

2017 Adblock Report

In this report, PageFair, looks at the current state of adblock usage on desktop and mobile devices in countries and regions around the world.  It uses empirical data to reveal that adblock grew 30% in 2016 to reach 615 million devices globally. The second half of this report is the results of a survey of over 1,000 adblock users in the United States to determine the demographics of adblock users, their motivations for using adblock software, and how those users feel about different ad formats.  I led the analysis, production, and release of this report.

The release of this report was a New York Times Exclusive.

 
  Image Credit: 2016 Internet Trends Report, Kleiner Perkins Caufield Byers

Image Credit: 2016 Internet Trends Report, Kleiner Perkins Caufield Byers

Data about Adblocking in the 2016 KPCB Internet Trends Report

I worked with a partner at Kleiner Perkins Caufield Byers, a leading VC Firm, to include our data about adblocking in Mary Meeker's 2016 Internet Trends Report.  This report is one of the most-anticipated indicators of the world's internet trends for the coming year.

 
 Image Credit: PageFair

Image Credit: PageFair

2016 Mobile Adblocking Report

In this report, PageFair, in partnership with Priori Data, reveals how adblock adoption is spreading to mobile devices across the globe.  This analysis is based on empirical data, and demonstrates that twice as many people are blocking ads on mobile browsers than on desktop browsers worldwide.  Additionally the report examined the potential impact of iOS Content Blocking apps and visualized the landscape of mobile adblocking.  I worked with analysts at Priori Data, a leading app store intelligence company, to get these data and led a team of analysts to understand them.  I led the analysis, production, and release of this report.

The release of this report was a New York Times Exclusive.

 
  Image Credit: PageFair and Adobe

Image Credit: PageFair and Adobe

2015 PageFair and Adobe Report

PageFair's 2015 report with Adobe provides updated data on the scale and growth of ad blocking software usage and highlights the global and regional economic impact associated with it. Additionally, this report explores the early indications surrounding the impact of ad blocking within the mobile advertising space and how mobile will change the ad blocking landscape.  I primarily dealt with the public relations, marketing, and release of this report.

The release of this report was a New York Times Exclusive.

 
  Image Credit: PageFair and Adobe

Image Credit: PageFair and Adobe

2014 PageFair Report

Our 2014 report, PageFair, with the help of Adobe, reveals data on the true scale and growth of adblocking as well as where it is having the biggest impact. To see what motivates people to take action against current forms of online advertising this report has also been supplemented with a survey of adblock users.  I dealt with the release of this report.

The release of this report was a Guardian Exclusive.