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Insights from the IAB Ad Blocking and User Experience Summit: Seven Recommendations to Reduce the Impact of Ad Blocking
Strategies that Work, Research that Proves It
Senior executives from across the ecosystem–publisher executives as well as senior agency and brand executives—gathered at the IAB Ad Blocking & User Experience Summit on June 6 in New York City to discuss the state of ad blocking and improving user experience. This thought leadership forum fostered peer-to-peer education and debate, to develop actionable solutions that help the entire industry create better, LEANer user experiences. In addition, IAB members presented relevant research and intelligence on the tools, standards, and best practices.
The joint boards of IAB, ANA, and 4A’s conducted a strategic simulation to identify actions that the digital advertising ecosystem might take to address the increasing use of ad blocking by consumers on mobile devices. Hear Mark Frost, whose company designed and led the simulation, summarize the major insights gained and the participants’ recommendations.
Understanding consumer response to advertising is the first step toward combating the increasing usage of ad blockers. Learn how The Washington Post researched its audience to analyze ad blocker user behavior, as well as the results of its value exchange communication. Jed Hartman offers perspective on the mid- and long-term damage that ad blockers can cause for publishers and consumers alike, and he shares tactical examples of how premium publishers are embracing both LEAN and DEAL principles.
Mobile ad blocking has yet to reach its pinnacle, but with users more sensitive to advertising on smaller screens, publishers need to use the lessons learned on desktop to ensure that history does not repeat itself. David Morris explains the expectations of the mobile consumer, the paramount importance of flawless user experience, and how the future of advertising depends on being better than its past.
This series of fast paced presentations helps you understand the solutions for better user experience. Three companies. One hour. Just what you need for your business.
LEAN scoring will provide the marketplace with the insights needed to support better ad experiences and stem the tide of ad blocking. Learn what criteria will be used to develop market guidance, and discover how this tool will be used to evaluate the user experience across digital properties.
Explore the behavioral traits of consumers who block ads, learn what drives them to do so, and discover what changes in user experiences drive consumer behavioral change.
2:30 – 2:45 pm: Insights on Unblocking Consumers
Samar Das, Founder and Chief Executive Officer, C3Research
2:45 – 3:15 pm: Understanding the Drivers of Ad Blocking
Scott Spencer, Director, Product Management, Sustainable Advertising, Google
Forbes conducted a survey focused on ad blocker awareness, usage, and motivation to determine whether consumers understand how their actions impact the content they view. Mark Howard shares the publisher’s findings and offers guidance on how best to engage with users.
While digital revenue is continuing to grow, ad blocking and concerns about user experience have created a lot of questions about what’s ahead. Jonah Goodhart provides a state of the state on ad blocking, addressing questions including: Is ad blocking rising or falling? What categories of content are affected most? What is the multiscreen impact? What’s next for the industry?
In an exploration of ad speed optimization, SheKnows examined the various aspects of ad serving across its network—from the initial ad call to where it lives on the page. Michael Bendall explains these findings, as well as the process by which, and rationale for how, the publisher chooses its vendors.
First it was ad blockers. Now its ad blocker-blockers. What’s next—ad blocker-blocker-blockers? Michael Smith of Hearst Corporation explores how we got here, the major players in the space and what’s likely to bring order to the disorder. Learn how to balance user experience and ad quality with publishers’ ability to monetize, and understand the emerging economy and venture market behind ad blocking, as well as what the major players are doing to regulate the market.
Michael Bendell is currently Vice President, Ad Technology at SheKnows Media (via BlogHer). Michael has a diverse background in web development, project management, and ad operations servicing multiple industries including Healthcare, Banking, and Pharma. He also helped cofound DomainGo Inc, a data mining company that focused on mining data from the Internet. More recently, he has been in charge of managing ad networks from an ad technology, yield, and operations perspective previously holding positions at Comedy Central, FederatedMedia and BlogHer.
Samar is Founder & CEO of C3Research, an advanced marketing research company based in Orlando and New York. Samar has deep experience in enabling brand, business, and customer service transformation across the media and entertainment, financial services, healthcare, and consumer retail industries. Prior to founding C3Research in 2002, he was an award winning marketing professor teaching MBA courses on marketing strategy and Ph.D. seminars on Consumer Behavior. Samar obtained his MBA from the Indian Institute of Management, Ahmedabad and his Ph.D. in Marketing from the University of Arizona.
Mark Frost is the founder and Managing Partner of Strategic Ink, a boutique strategy consulting firm. He is the co-author of Wargaming for Leaders, Strategic Decision-Making from the Battlefield to the Boardroom, a Wall Street Journal Business Best Seller. His innovative work in wargaming has been profiled in numerous business publications, including Business Week, the Wall Street Journal, and Forbes. Prior to founding Strategic Ink, Mark led business wargaming at Booz Allen Hamilton for more than 25 years, pioneering the transfer of military wargaming techniques to assist in developing strategy and managing change for major corporations worldwide. He served 12 years in the US Navy as a Naval Flight Officer, and is a graduate of the US Naval Academy and Naval Postgraduate School.
Alanna Gombert is VP, Technology & Ad Operations, IAB, and Deputy General Manager, IAB Tech Lab.
Before joining IAB, Gombert was CEO of Gombert Consulting, a full service digital media consulting agency and she is Founder and Co-chair for the IAB Programmatic Council.
Prior she was Head of Digital Sales and Strategy at Condé Nast and founder of CatalystDesk, Condé Nast’s digital media trading platform. Gombert joined Condé Nast in March 2013 from Google by way of Admeld, where she ran the trading desk, agency, and demand-side platform relationships and helped grow RTB from an idea to a killer business.
Prior to Admeld, Gombert worked at Right Media, the first online advertising exchange, where she focused on ad selection algorithms and market dynamics. Right Media was acquired by Yahoo in 2007. Her early career included stints with Nielsen, DoubleClick, and the finance world with JP Morgan Chase and Commerzbank. Advertising has allowed her to travel the world, and she has experience in international markets, including EMEA, APAC, and Latin America.
Jonah Goodhart is the CEO and Co-Founder of Moat, a New York based Analytics company focused on driving success for brand marketers and premium publishers. Moat is at the forefront of helping shift digital advertising away from impressions and clicks and toward new models of attention. Jonah was the Founding Investor and Board Member of Right Media (acquired by Yahoo!), Founding Partner of WGI Group, and Co-Founder of Billions.org. Jonah was also a member of Mayor Bloomberg’s Council on Technology and Innovation.
Jed Hartman is Chief Revenue Officer (CRO) of The Washington Post. Named to the position in December 2014, Hartman oversees the print and digital advertising teams, the conferences business and targeted products, which include Capital Business, Capital Insight, Express, El Tiempo Latino, WP Magazine, and all special sections. He is also responsible for leading The Post’s advertising innovations and development of custom ad solutions.
Previously, Hartman was the Worldwide Group Publisher of Time Inc.’s News and Business titles. In this position, he oversaw global ad sales and marketing for Time, Time.com, Fortune, Fortune.com, Fortune Conferences and Money and Money.com.
Hartman played a major role in the 2014 re-launch of Time.com, Fortune.com and Money.com, which included a number of innovations in ad units, viewability, and native advertising. He also expanded Fortune’s conference business by bringing in record sponsorship dollars and helping to expand events internationally. Hartman was named Publisher of the Year in 2014 by MIN. Under Hartman’s leadership, Fortune was also named #6 on the 2012 Advertising Age A-List and to the 2012 Adweek Hot List.
Previously, he was Worldwide Publisher of Fortune, Fortune.com, Money and CNNMoney.com. Prior to joining Time Inc., Hartman served as publisher of The Week and TheWeek.com from November 2007 to April 2010. Under his leadership, The Week was one of only a few media properties to achieve extraordinary advertising growth in 2009 and was included in both the Ad Age A-List and the Mediaweek Hot List that year. Hartman also oversaw the sales and marketing for both the launch and re-launch of TheWeek.com and led the site to profitability in its first year.
Prior to The Week, Hartman spent nine years at Time Inc. He began as an account manager for FORTUNE and was promoted to Sales Director for the FORTUNE/Money Group in 2001, where he managed the New York sales team until 2007.
Hartman sits on the Executive Committee of the DCN and on the Board of Directors of the IAB.
Hartman earned a B.A. in Government, with a double minor in Art and Music, at St. Lawrence University. He lives with his wife and daughter in Greenwich, CT.
Mark Howard is Chief Revenue Officer at Forbes Media. In this role, he is responsible for the U.S. and European digital and print sales organization, marketing and advertising solutions. Previously, he was SVP of Digital Advertising Strategy.
Mr. Howard also held the position of SVP and VP of Digital Advertising Sales for Forbes Media, overseeing the global sales team in its online sales efforts as well leading the Western Region team in its integrated sales efforts. He was also charged with developing the corporate digital sales strategy, which included new product development, the creation and development of audience segmentation programs and strategic planning.
Mr. Howard joined Forbes Media as a Regional Sales Manager in 2002. During his time at Forbes, he has also served as West Coast Digital Sales Director and Western Region Director of Integrated Sales.
Prior to joining Forbes Media, Mr. Howard held sales positions at Inc. and Fast Company magazines, as well as E-Trade Financial. He began his career as a media planner at Anderson & Lembke. He is a graduate of the University of Arizona with a Bachelor of Science in Business Administration, Marketing. He resides in New York City.
John Montgomery is the Chairman of GroupM Connect in North America.
John joined Ogilvy in 1989 in South Africa as Media Director and launched Mindshare in that country. In the final three years he spent in South Africa, he was Managing Director of the Ogilvy Group in Cape Town, one of the most creative agencies in the Ogilvy Worldwide network. In 2001, John moved to Amsterdam as CEO, Ogilvy Group Netherlands.
In 2004, John relocated to New York to lead the Interactive media practice for Mindshare and Ogilvy and was subsequently appointed as Global CEO of Mindshare Interaction in 2006 where he established the digital practice for Mindshare worldwide. In 2009, he took on the role of COO of GroupM Interaction for North America where he leads the digital data strategy, innovation and policy for the group.
John now leads GroupM Connect in North America, the implementation platform for Programmatic, Search, Social and Performance media.
John is seen as one of the digital innovators in the field and speaks regularly on issues such as Programmatic Buying, Brand safety, Data Quality and Privacy.
As part of his role, John has represented the advertising industry to the U.S. Senate Commerce Committee and the White House and is on the Internet Steering Committee for the WEF. John is also Chairman of the 4A’s Media Leadership Council and leads The Privacy Task group for 4A’s. In addition, John is co-chairman of the TAG anti-piracy initiative.
In 2013, John was nominated by Adweek as one of the 12 smartest people in media and won a Media All-Star Award from Media Post.
David J. Moore is Chairman of Xaxis and President of WPP Digital. In both roles, he seeks to accelerate Xaxis’ and WPP Digital’s growth worldwide. Dave has over 35 years of experience in media and technology. He finds new ways of making technologies work for marketers â€“ from the early ad networks to search engine marketing, behavioral targeting, and today’s opportunity: big data. He founded and led 24/7 Media’s (now Xaxis) growth from start-up to a leader in digital marketing and ad technology. He is a seasoned executive with expertise in all facets of the digital advertising industry.
He is a member of the Interactive Advertising Bureau’s (IAB’s) Board of Directors and an ex-offico of the Executive Committee. Currently, he also serves as Chairman of the IAB Technology Lab. Previously the IAB’s Chairman from 2009 to 2011, Dave has been an active member since 2002. He also serves on the boards of DASL and DTSI, which are both joint ventures with Dentsu in Japan and Korea; the Board of Directors of the Advertising Education Foundation (AEF), and on the Board of Directors for Globant (NYSE: GLOB) an IT and Software Development company operating in Argentina, Colombia, Uruguay, the United Kingdom, Brazil and the United States.
Dave is a triathlete and has run the last 14 NYC Marathons.
As Chief Revenue Officer, Dave Morris is responsible for driving the revenue strategy for CBS Interactive. This includes the management of advertising programs across the company, as well as overseeing a go-to-market sales strategy that supports the company’s revenue plan. As CRO, Morris works closely with his counterparts at CBS TV to develop exciting cross platform opportunities for CBS’ customers.
In addition, Morris is a board member and Vice Chairman at the Interactive Advertising Bureau (IAB).
Morris joined CNET Networks in 2007 as Senior Vice President of Network Sales, where he was responsible for overseeing the company’s corporate sales accounts. CNET Networks was acquired by CBS Corporation in June 2008.
A veteran of Time Inc., Morris has more than 20 years of marketing, sales, and publishing experience. Prior to CNET Networks, Morris was President and Publisher of Entertainment Weekly and EW.com, where he led the publication and website to record profits and audience numbers.
Prior to Entertainment Weekly, Morris was Publisher of Sports Illustrated. As Publisher, he also directed the advertising sales for the magazine’s bonus editorial sections (including SI Golf Plus), SI’s custom publishing arm, Sports Illustrated Presents, as well as its home on the Internet, SI.com. Before becoming a Time Inc. veteran, he was a sales representative for Parents magazine and a media planner at SSC&B.
Randall Rothenberg is the president and CEO of Interactive Advertising Bureau, the trade association for interactive marketing in the United States. The IAB represents over 600 leading media, marketing and technology companies. Its members include Google, Yahoo, Microsoft, AOL, The New York Times, Walt Disney Co., NBC Universal, CBS, Cars.com, and scores of other ad-supported digital companies, which are responsible for selling more than 86% of online advertising in the U.S. To support the growth of the interactive advertising and marketing industries, the IAB serves as the industry’s public policy and lobbying organization, market and consumer research center, training and development base, and hub for the development of technical standards and operating best practices. IAB has 45 affiliate associations around the world.
Mr. Rothenberg led IAB from 2007 through 2010, and rejoined the association in March 2011, after a stint as Executive Vice President and Chief Digital Officer of Time Inc. Prior to his IAB role, Mr. Rothenberg was the Senior Director of Intellectual Capital of Booz Allen Hamilton, the international strategy and technology consulting firm, where he oversaw business development, knowledge management, and thought leadership activities, and directed the award-winning business journal strategy+business, Strategy+Business Books, www.strategy-business.com, and other electronic and print publications published by Booz Allen for senior business executives. Previously, he served as the firm’s Chief Marketing Officer.
Prior to Booz Allen, Mr. Rothenberg spent six years at The New York Times, where he was the technology editor and politics editor of the Sunday magazine, the daily advertising columnist, and a media and marketing reporter. For 10 years, he was a marketing and media columnist for Advertising Age. Mr. Rothenberg is the author of Where the Suckers Moon: An Advertising Story (Alfred A. Knopf, 1994), a critically-acclaimed chronicle of the birth, evolution, and death of a single advertising campaign.
Mr. Rothenberg received an undergraduate degree in Classics from Princeton University and currently lives in New York City.
Mike Smith is Senior Vice President of Revenue Platforms and Operations, Hearst Magazines Digital Media as well as Senior Vice President Advertising Platforms of Hearst’s Core Audience. Smith joined Hearst in July 2013 and is responsible for all digital media revenue platforms, including the company’s programmatic sales engineering efforts through the Hearst Audience Exchange as well as advertising operations, and digital ad product development.
Prior to Hearst, Smith held a number of positions with Forbes, most recently as the President of Forbes.com and Chief Digital Officer of Forbes Media, where he oversaw the company’s technology departments, including IT systems, multi-platform development and digital strategy. He was also responsible for audience sales via auctions including trading desks, advertising operations, data and analytics, and yield management.
Before joining Forbes.com as Chief Technology Officer, Smith was Vice President and Chief Information Officer at TheStreet.com, where he directed technology efforts, including application development, network engineering, website operations, global technology initiatives and business support systems and prior to that, was Director of Information Technology at HBO.
Smith holds a network-technology related patent and is the author of the new book, TARGETED: How Technology Is Revolutionizing Advertising And The Way Companies Reach Consumers (AMACOM / 2014).
Smith graduated from the New Jersey Institute of Technology with a B.S. in Electrical Engineering and has been a member of the Board of Visitors of NJIT’s Albert Dorman Honors College for 14 years, as well as the chairman of the Board of Trustees of the Education Law Center, a member of the School Consultative Board of Union Catholic High School and a member of The Union League Club.
Scott Spencer is the Director of Product Management for Sustainable Advertising. With over fifteen years of experience in developing online solutions for buyers and sellers, Scott heads up Google’s efforts to improve online advertising. This includes Google’s efforts to make all ad calls secure, to remove the reliance on Flash creatives and to determined Google’s response to ad blocking.
Prior to this role, Scott worked on many of Google’s advertising platforms include DFP and the DoubleClick Ad Exchange. Additionally, Scott often represents Google in industry forums and committees.
Before joining Google, Scott was a management consultant at Integral, Inc. providing strategy analysis to fortune 500 companies on Product Development Process and Customer Satisfaction leverage. Scott holds a BS in Economics from MIT.
Mark Thompson became president and chief executive officer of The New York Times Company on November 12, 2012. He is responsible for leading the Company’s strategy, operations and business units, and working closely with the chairman to direct the vision of the company.
Before joining the Times Company, Mr. Thompson served as Director-General of the BBC from 2004, where he reshaped the organization to meet the challenge of the digital age, ensuring that it remained a leading innovator with the launch of services such as the BBC iPlayer. He also oversaw a transformation of the BBC itself, driving productivity and efficiency through the introduction of new technologies and bold organizational redesign.
Mr. Thompson joined the BBC in 1979 as a production trainee. He helped launch Watchdog and Breakfast Time, was an output editor on Newsnight, and was appointed editor of the Nine O’Clock News in 1988 and of Panorama in 1990. He became controller (programming and scheduling chief) for the TV network BBC2 and Director of Television for the BBC before leaving the BBC in 2002 to become CEO of Channel 4 Television Corporation in the United Kingdom.
In the autumn of 2012, he was a visiting professor of Rhetoric and the Art of Public Persuasion at the University of Oxford. He is currently developing the lectures he gave at Oxford into a book which will be published in 2015.
Mark Thompson was educated at Stonyhurst College and Merton College, Oxford.
The Media Trust works with the world’s largest, most-heavily trafficked digital properties and their partners to provide real-time security, first-party data privacy, performance management and quality assurance solutions that help protect, monetize and optimize the user experience across desktop, smartphone, tablet and gaming devices.
As the global leader in monitoring the online and mobile ecosystems, The Media Trust leverages a physical presence in 500 cities across 65 countries to continuously scan websites, ad tags and mobile apps and alert on anomalies affecting websites and visitors alike. More than 500 enterprises, media publishers, ad networks/ exchanges, and agencies—including 40 of comScore’s AdFocus Top 50 websites—rely on The Media Trust to protect their website, their employee internet use, their revenue and, most importantly, their brand.
Ad Block Override is a service of Mirror Image. Mirror Image’s Edge Computing Service powers globally
distributed real-time advertising and marketing technology applications on a patented, worldwide
Dynamic Delivery Network (DDN) with the highest levels of performance, scalability, and reliability. For
more information, please visit www.adblockoverride.com and www.mirror-image.com/services/edge-computing/
Teads is the inventor of outstream video advertising and number 1 video advertising marketplace in the world.
Teads’ native video advertising solutions encompass a series of formats inserted into media content, like inRead playing inside articles, creating unprecedented levels of premium inventory, which did not exist before.
Teads’ global premium marketplace includes publishers such as Time Inc., Business Insider, The Atlantic, Forbes, The Washington Post, Bonnier, Mashable, The Telegraph, Le Monde, and Nikkei, amongst many others.
Brands and agencies can access this top-tier, premium inventory, available on the web and on mobile, through programmatic or managed services.
Admiral is the industry’s most advanced analytics and revenue recovery platform that helps premier publishers understand how adblock affects them and automatically recover lost revenue. Built by a team of former publishers and ad operations experts with experience serving billions of quality impressions, Admiral simplifies adblock response with its 100% performance-based Measure, Engage, Recover and Transact modules.
We are passionate about the power of free, ad-supported content to empower people and change the world for the good. Admiral exists because our kids and grand kids deserve the power of a diverse, free internet for years to come.
Santa Monica-based MGID is one of the first native advertising networks worldwide and services thousands of publishers with billions of news stories every day, delivering marketing solutions for advertisers that key into consumer interests without disrupting their online experience.
MGID’s performance-driven approach ensures relevant, engaged and genuinely interested visitors to its customers’ websites, increasing traffic and revenue by maintaining the quality, and relevance online users expect.
Established in 2008, MGID has provided quality content distribution to lifestyle and entertainment publishers globally.
Theorem is a full-service digital media and marketing services company that delivers an extensive range of flexible, tailored solutions.
Theorem serves more than 350 leading agencies, publishers, networks, technology providers, and brands. The company works with leaders in all categories of the digital advertising technology landscape, including ad networks, exchanges, demand-side platforms, social and data management platforms, and the technology innovators that fuel online advertising. Theorem underpins the digital program successes of such companies as Salesforce, Hearst, Pandora, and Advance Digital.
Headquartered in NJ, Theorem has offices in NYC, London, India, and the Dominican Republic. Visit www.theoreminc.net for more.
Recently named a “Top 10 Startup in AdTech”, Blockthrough helps publishers recover the revenue they're losing to adblockers. We’re passionate believers in the free Internet, and ad blockers disrupt the delicate balance it depends on.
Yet most adblock users are happy to see ads that don’t disturb their browsing experience or invade their privacy…
Our product allows publishers to monetize their adblock audience with unblockable ads that don’t annoy users or hinder their experience. And best of all, AdOps teams love it; it’s quick & easy to set up, and requires virtually no ongoing maintenance.
Sourcepoint provides technologyand services that enable the world’s largest media companies to offer consumers choice in how they pay for digital content and in doing so, aim to create amore balanced and sustainable media ecosystem.
Using Sourcepoint’s Content Compensation Platform, publishers can create “Choice Moments” for their visitors, providing them with compensation options and giving media companies the ability to monetize their content in a variety of ways, even in the presence of an ad blocker.
Founded in 2015, Sourcepoint is led by CEO Ben Barokas and a founding team with 50+ years of collective experience catering to the unique needs of premium publishers. Investors include Foundry Group, SparkCapital, Greycroft and Accel Partners.
Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites, including NBC, USA Today, The Weather Channel, The Atlantic and Fox Sports.
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