Big opportunities in 2016
When a big industry is wrong about important things, that's an opportunity.
adfraud is a problem for everybody.
Making ads "better" will fix ad blocking.
The first one is wrong because adfraud is priced in. Advertisers see a fraud-adjusted price, and intermediaries get paid, fraud or no fraud. The people who pay for adfraud are legit sites that compete with fraudulent ones, users who bear the costs of adfraud malware, and the copyright holders of work that shows up on ad-supported pirate sites. (The "publisher share" of online ad revenue includes undetected fraud.)
The second one is wrong because there are no "bad" ads. The same annoying and intrusive practices that get high response rates also provoke ad blocking.
Anyway, big opportunity. More on that later. For now, here's some background reading.
Paul Muller, Adjust: Install fraud is threatening the app economy
BOB HOFFMAN: 5 Questions For The New Year
Jim Spanfeller: Opinion: The big lies of ad tech
Dawn Chmielewski: How ‘Do Not Track’ Ended Up Going Nowhere
Adam Kleinberg: Why Ad Tech Is the Worst Thing That Ever Happened to Advertising
Top News & Analysis: Inside Yahoo's troubled advertising business
Violet Blue: You say advertising, I say block that malware
Allison Schiff: The Consumer POV On Cross-Device Tracking: ‘No, Thanks’
Scripting News: It's time to care about the open web
Steven Englehardt: Do privacy studies help? A Retrospective look at Canvas Fingerprinting
Michael Eisenberg: 2016 Prediction!
David Chavern: Opinion: Ad blocking threatens democracy
Lewis DVorkin, Forbes Staff: Inside Forbes: Our Ad Block Test Stirs Up Emotions, Then Brings Learnings and New Data
Robinson Meyer: Will More Newspapers Go Nonprofit?
Lubomir Rintel: NetworkManger and tracking protection in Wi-Fi networks
Doc Searls: Rethinking John Wanamaker
Cog Blog: Just Because We Can…
MediaPost.com: MediaDailyNews: Little Progress In War On Ad Fraud
Heather West: Prioritizing privacy: Good for business
Garett Sloane: What Apple’s iAd changes mean for the industry
Krux Digital: Data’s Role in Combatting Ad Blockers
Dave Carroll: One-Click Adblocking Peace Treaty
Digg Top Stories: The Secrets I Learned Writing Clickbait
Stephanie Hobson: Google Analytics, Privacy, and Event Tracking
Media Briefing TheMediaBriefing Analysis: Last chance to save US newspapers
BOB HOFFMAN: Advertising's Comedy Bitchfight
Cog Blog: The Advertiser Agency Battle Rumbles On
BOB HOFFMAN: Native Advertising - Just More Online Corruption
Andrea Peterson: The massive new privacy deal between U.S. and Europe, explained
Lindsay Rowntree: Failure to Act Against Ad Fraud is Equal to Supporting Cybercrime
Baekdal Plus: The Amazing Google And The Not So Amazing Ads
Rob Leathern: Advertising Needs to Become Harder to Buy
Adrienne LaFrance: Facebook and the New Colonialism
Violet Blue: RIP: Adblock Plus
BOB HOFFMAN: Waste Not, Grow Not
Media Briefing TheMediaBriefing Analysis: Guardian Media Group's David Pemsel: A paywall "would diminish our reach and influence around the world"
Cog Blog: Advertising Dies a Little
Media Briefing TheMediaBriefing Analysis: The game has changed: Adblocking and audience consent
David Barton: Adblock users in their own words: what makes them tick?
BOB HOFFMAN: Why Online Ad Industry Can't Reform Itself
Cog Blog: Programming and Airtime Deals
TimKadlec.com: CPP: A Standardized Alternative to AMP
Ben Williams: Acceptable Ads explained: monetization
Scripting News: My open Instant Articles feed
Romain Gambier: Building Towards Value with Atlas
Guardian readers and Tom Stevens: Why we use adblockers: 'We need to have more control over what we're exposed to'
Mark Duffy: The lost art of the billboard
trottdave: WHO ELSE IS LISTENING IN?
BOB HOFFMAN: 3 Things I Don't Hate
Rob Leathern: Deception Funds Your Online News
Dave Carroll: Artisanal Adtech
Joshua Kopstein for Motherboard: Creepy Ad Company Says It Will Stop Eavesdropping With ‘Audio Beacons’
Hacker News: Thank you for ad blocking
BOB HOFFMAN: Advertising's Slow-Motion Suicide Continues
Jacob Hoffman-Andrews: Victory: Verizon Will Stop Tagging Customers for Tracking Without Consent
Jérôme Segura: A Look Into Malvertising Attacks Targeting The UK
Frédéric Filloux: Clickbait Obsession Devours Journalism
BOB HOFFMAN: Bullshitters Bullshitting Bullshitters
Maciej Ceglowski: My Heroic and Lazy Stand Against IFTTT
PCMag.com: the Official John C. Dvorak RSS Feed: Why the Surveillance State Will Kill U.S. Software Sales
MediaPost | Garfield at Large: Fairy Dust
Joshua Kopstein for Motherboard: Rise of Ad Blocking Is the Ad Industry's Fault, Says Outgoing FTC Commissioner
Adam Broitman: Three Reasons Why Ad Blockers Are Good for Advertising
Jerrid Grimm: The Subprime Banner Ad Crisis
@talktojimmer: How To Make Better Advertising and Advertising Better
Nelson Minar: Ad replacement is unethical
David Barton: Rights or Respect: the Ethics of Adblocking
Rob Leathern: Shitty ads cost iPhone users $8 billion a year
Dave Carroll: Co-Owning Our News Future
Jim Vande Hei: Escaping the Digital Media ‘Crap Trap’
Nick Heer: Ad Tech Is Completely Broken
Nick Heer: FTC to Crack Down on Cross-Browser Tracking
trottdave: WHY EXPERTS ARE PRECISELY, ACCURATELY WRONG
BlockAdBlock: About that claim that detecting Adblock may be illegal (via Nieman Lab)
Joseph Galarneau: Worst. Site. Ever. 1,665 tags on one page
AdExchanger: The Catch-22 Of Ad Fraud And Verification
Hacker News: Dark Patterns by the Boston Globe
David Barton: Procurement Could Play Vital Role in Stopping Adblocking
Yuyu Chen: Ad tech is having a premature midlife crisis
Nick Bilogorskiy: Malvertising on Pace for a Record-Breaking Year
BlockAdBlock: Adblocking and its dangerous arguments – Part I
trottdave: ONE AT A TIME
Massimo: The problem with content
Joseph Galarneau: Confessions of a tag hunter: Call for vendor transparency
Melody Kramer: If ad tech is not sustainable, what can publishers do?
All NAA.org Updates: NAA Asks FTC to Investigate Unlawful Ad Blocking Practices
Elizabeth Dwoskin: Newspapers escalate their fight against ad blockers
Barb Palser: Relay Media Launches AMP Platform for Publishers
Dave Carroll: Awkward Conversation With Facebook
Cog Blog: A Mess Of Our Own Making
Laura Hazard Owen: Forbes has quit bugging (some) people about their adblockers
Aral Balkan: Introducing Better
Joseph Lichterman: Report: Ad tech (and the garbage #content it funds) is killing the web
Dave Carroll: Facebook’s Adgate
Martin Shelton: How Can Newsrooms Not Be Creepy?
Hacker News: Fraudulent Advertising on Facebook
Inti De Ceukelaire: Why you shouldn’t share links on Facebook
Sean Blanchfield: The Dangers of Playing Cat and Mouse with Adblock
BOB HOFFMAN: The Cons Of Silicon Valley
Garett Sloane: WTF are agency ‘preferred vendors?’
Tim Sullivan: The Case for Neck Tattoos, According to Economists (via NewCo Shift — Medium)
Jason Kint, CEO – DCN: Google and Facebook devour the ad and data pie. Scraps for everyone else. (via The Ad Contrarian)
Columbia Journalism Review: Local news isn't dead. We just need to stop killing it.
BOB HOFFMAN: Wrong Problem, Wrong Solution
BOB HOFFMAN: Sometimes, Even Bloggers Need To Shut Up
Lara O'Reilly and Reuters: Adblock Plus' revenue model was just ruled illegal by a German court (SPR)
MediaPost | Online Publishing Insider: Finding The Answer In Search