This whitepaper, “The Hidden Cost of Adblock”, presents the primary findings of research by Professor Benjamin Shiller (Brandeis University), Professor Joel Waldfogel (University of Minnesota and the […]Read more
In 2015 Scott Cunningham, the founder of IAB TechLab, told world “we messed up” on behalf of the advertising industry. His was the first major industry mea […]Read more
The “legitimate interest” provision in the GDPR will not save behavioral advertising and data brokers from the challenge of obtaining consent for personally identifiable data.
As previous PageFair analysis illustrates, personally identifiable data (PII) will become toxic except where it has been obtained and used with consent once the General Data Protection Regulation is applied in May 2018.
Even so, many advertising intermediaries believe that they can continue to use PII data without consent because of an apparent carve-out related to “legitimate interest” contained in the GDPR. This is a false hope.
PageFair is pleased to release our 2017 adblock report. The state of the blocked web presents a combined picture of desktop and mobile adblock usage for the […]Read more
This note is a layman’s guide to how the “block lists” that power adblocking work.
A block list contains tens of thousands of rules that govern how a website should be displayed. There are two types of rules. “Filter” rules define what should be blocked. “Exception” rules define what content should be displayed. The most popular block list, “EasyList”, contains tens of thousands of these filters and exceptions.