Autonomía digital y tecnológica

Código e ideas para una internet distribuida

Linkoteca. publicidad


I surf the web an awful lot, probably slightly more than your average 13 year old geek. I notice that a lot of sites load rather slowly mostly because your waiting on content from outside the specific domain. For example if you go to a website like thechive.com (one of my favorites) you will notice it takes quite a long time loading the ads. It would be nice if you could block advertisements… oh you can?

Although I mentioned thechive.com I spend most of my time on the net looking for information, not entertainment. These ads really hinder my search speed!

So here is a quick way you can block all the ads. Not only will your surfing be faster but you will also save some bandwidth.

First off I would like to thank the fine folks at http://winhelp2002.mvps.org/ for doing all the leg work and collecting all the data necessary for this to work.

What the heck is going on? Big brands turned off millions of dollars of digital ad spending, and saw no change in business outcomes. Small businesses tuned their digital marketing and reduced the number of ad impressions, clicks, and traffic to their sites, but saw business activity go up, instead of down.

Some brands paused digital ad spending in 2020, due to the pandemic. If they saw no change in business outcomes, they can be very selective in what spending they turn back on, because those expenses were not driving incremental business anyway. Other advertisers reduced the number of websites and mobile apps showing their ads by going to a strict include-list. This prevents the vast majority of fly-by-night fake sites and mobile apps from sapping their digital ad budgets. And finally, smart advertisers should run more controlled experiments like eBay did in 2012 and prove to themselves what portion of digital advertising truly drives incremental business outcomes, versus the portion of the spending that is just wasted to bot activity.

Comment avez-vous conçu le modèle publicitaire ?

Nous avons inversé le modèle et laissé le public décider quand il est d’accord pour regarder une pub et au profit de qui. Ils savent aussi combien elle génère de revenus (5 c pour le créateur). Il s’agit de responsabiliser les internautes jeunes plutôt que de les contraindre. Les 16-34 ans savent à 80 % que la pub sert à financer la gratuité du contenu sur internet. Mais quand on leur demande s’ils sont d’accord pour l’accepter, les mêmes 80% refusent, car ils la trouvent intrusive… Après la pub, une bannière propose d’aller sur le site de l’annonceur. Nos taux de clic sont jusqu’à 10 fois ceux des autres plateformes.Avec cette acceptation, nous diffusons des formats longs de 30 secondes et plus. Les formats «bumper» de 6 secondes de Youtube ne permettent de diffuser qu’un message ultra basique : le logo, une image marquante, le logo et c’est déjà fini ! Nous permettons de regagner la capacité à faire passer un réel message à l’internaute. L’annonceur passe de ‘tu vas avoir ton contenu, mais avant je t’embête avec ma pub’ à ‘je t’aide à récompenser les auteurs que tu aimes parce que tu m’y autorises’.