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This whitepaper, “The Hidden Cost of Adblock”, presents the primary findings of research by Professor Benjamin Shiller (Brandeis University), Professor Joel Waldfogel […]

In 2015 Scott Cunningham, the founder of IAB TechLab, told the world “we messed up” on behalf of the advertising industry. His […]

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.

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.

I spoke with Jason Kint, CEO of Digital Content Next (DCN), which represents the most prestigious publishers in the world, including The […]

While documenting the journey of first-time publishers, we uncovered that comparing pricing models can be a bit difficult. This post gives a […]

Up to 50% of your ad impressions are being lost to ad block. Find out how to measure and engage these users.