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Asociación Técnica de Diarios Latinoamericanos


Boletín Semanal julio 7, 2020

El crecimiento de Ad Blocking ha disminuido pero todavía está presente

Fewer internet users than expected are blocking ads across the US and Western Europe. For the second year in a row, we’ve downgraded our estimates of the ad blocking population in France, Germany, the UK and US, as well as our forecast for future growth.

In the US, roughly one in four internet users will block ads this year on at least one of their internet-connected devices. Penetration will be stable, increasing only to 27.0% of internet users at the end of our forecast period. Germany currently has the highest concentration of ad blocking users of the four countries, with 32.8% of internet users using some form of ad blocking this year.

In July 2018, we predicted 75.4 million US internet users would block ads this year; we now expect this year’s US ad blocking population to reach 73.2 million. That still represents an increase of more than 3 million new ad blocking users this year, and the motivations behind having an ad blocker enabled are still there: Many digital ads are disruptive to content experiences.

Desktop and laptop continues to be where most ad blocking occurs. It's harder to block ads on smartphones since most activity takes place within individual apps.

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Although ad blocking may not be as hot a topic as it was a few years ago, consumer attitudes toward the intrusiveness of ads remain. Most ad blocking users in the UK, France and Germany said that they block ads because there are too many ads online, or they find ads to be annoying or irrelevant, according to GlobalWebIndex surveys. Some take issue with ads being too intrusive or taking up too much screen space. Users worldwide said they use ad blockers to mitigate bad user experiences while browsing the internet.

“Ad blocking may not be increasing at double-digit rates anymore, but it’s also not going away,” said Nicole Perrin, principal analyst at eMarketer. “There’s a substantial number of internet users rejecting the current tradeoff of ads for content as unfair, though they may be whitelisting sites that have proved their value. And past research suggests those users are valuable to marketers: younger and more affluent than average.”

Ad blocking has become prevalent enough that companies like Google are taking steps to push back against ad revenues lost to blocking. For example, it launched a tool called Funding Choices that asks or requires users to turn off ad blockers after viewing a certain number of articles on a publisher’s website. Publishers can also block access entirely until ad blockers are turned off, or offer users the option of an ad-free experience through Google Contributor, where Google takes a 10% cut of revenues.

Google’s Chrome browser rolled out its own ad blocker in early 2018 that only allows ads from sites that follow certain guidelines, but in reality, fewer than 1% of ads fail to meet those guidelines. More aggressively, the company announced earlier this year that it plans on changing the way extensions work in Chrome, which will prevent many third-party ad blocking extensions from working properly. Google makes virtually all of its revenues through digital advertising, and effective ad blocking has an impact on its ad income.

Google Chromes construye un ad blocker para repartirlo en todo el mundo y está trabajando en uno nuevo

Chrome has begun filtering ads on sites globally that repeatedly violate industry standards and continue to show intrusive, annoying ads to people that visit their websites. This is being done using Chrome’s built-in ad blocker, which was earlier rolled out for limited testing in North America and Europe.  

“We follow the Better Ads Standards when determining which websites to filter ads on in Chrome,” said Ben Galbraith, Senior Director of Product, Chrome. “These standards were developed by the Coalition for Better Ads, an industry group dedicated to improving the web advertising experience, based on feedback from over 66,000 consumers around the world.”

This feedback has shown that a big source of frustration is annoying ads: video ads that play at full blast or giant pop-ups where you can’t seem to find the exit icon. These ads are designed to be disruptive and often stand in the way of people using their browsers for their intended purpose—connecting them to content and information. It’s clear that annoying ads degrade what we all love about the web.

Rahul Roy-Chowdhury, VP, Product Management at Google

“Our own advertising platforms have stopped selling the kinds of ads that violate these standards and generate complaints from Chrome users,” Google confirmed on their Chromium blog. The Standards identified 12 experiences that users find intrusive and that advertisers, publishers, and technology vendors should avoid showing.

Google says that if you operate a website that shows ads, you should consider reviewing your site status in the Ad Experience Report, a tool that helps publishers to understand if Chrome has identified any violating ad experiences on your site.

The Ad Experience Report is designed to identify ad experiences that violate the Better Ads Standards, a set of ad experiences the industry has identified as being highly annoying to users. Publishers can use this tool to understand if they have intrusive ad experiences on their site, their current status (passing / no issues found or failing), and resolve outstanding issues or contest a review.

A quick overview of the Ad Experience Report

Chrome will automatically block intrusive ads on sites that have been found to violate the Better Ads Standards, but users have the option to disable the feature by selecting “allow ads on this site.”

Google underscores that the majority of publishers are currently compliant with the standards and will not be adversely affected. “Two thirds of all publishers who were at one time non-compliant to the Better Ads Standards are now in good standing. Further, out of millions of sites we’ve reviewed to date, less than 1% have had their ads filtered.”

Augustine Fou, a cybersecurity and ad fraud researcher who advises companies about online marketing, told The Register that Google’s broader enforcement of ad rules may impact on providers of video, pop-up/pop-under, and other poorly optimized ads.

“In my mind, the more important opportunity here is to filter out malvertising (ads laced with malware) and drive-by crypto-mining ads, and other unwanted security risks that come in through the ad slots,” he said. 

Overall, I think it is a good thing for users even though it may be criticized by competitors as Google shifting the playing field to its own advantage yet again.

Augustine Fou, Cybersecurity and ad fraud researcher

“If left unchecked, disruptive ads have the potential to derail the entire system,” said Rahul Roy-Chowdhury, VP of Product Management at Google. “We’ve already seen more and more people express their discontent with annoying ads by installing ad blockers, but blocking all ads can hurt sites or advertisers who aren’t doing anything disruptive.

“By focusing on filtering out disruptive ad experiences, we can help keep the entire ecosystem of the web healthy, and give people a significantly better user experience than they have today.”

A new blocker for “heavy ads”?

While Chrome’s built-in ad blocker is already present on desktops and smartphones, it seems the tech giant could be expanding on this effort with a new blocker that targets ads that use too much network or CPU. 

Google calls these “heavy ads” and a work-in-progress Chromium commitshares some specifics on what it takes to trigger this blocker, like unloading heavy ads that use up .1% of bandwidth usage, .1% of CPU usage per minute, and .1% of overall CPU time.

“Where Chrome’s existing ad blocker eliminates the ads for an entire page, the new “heavy ad” blocker specifically only handles the problem ad,” says Kyle Bradshaw at 9to5Google. “Heavy ads are replaced in the page with a notice of the removal and a “Details” button you can click to learn more.”

“The industry fails terribly at creativity if we can’t even start from the place that ad formats aren’t intrinsically annoying,” said Joe Barone, Managing Partner, Brand Safety, of GroupM, the world’s largest media investment group. 

“We look forward to working with our media partners and clients to encourage global adoption of the standards. The premise is simple, what’s right for consumers is always the right answer for the advertiser.”

“Chrome’s enforcement of the Coalition’s standards has inspired many website owners to improve the advertising experience on their sites in a way that benefits users,” noted Ben Galbraith, Senior Director of Product, Chrome. “We look forward to continued collaboration with the industry to create a better, more vibrant web ecosystem with only the best user experiences.”

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IA: Definición y potencial a futuro para la industria de la comunicación

La Inteligencia Artificial ya no es solo un concepto exclusivo para investigación o ciencia ficción, es un poderoso habilitador para transformar el mercado de la comunicación

El año pasado, de acuerdo con cifras de Statistael mercado internacional de Inteligencia Artificial (IA) únicamente recaudó nueve mil 521 millones de dólares (mdd). Pero para 2025, se espera que la industria tenga un volumen de 118 mil 600 mdd. Es decir, el equivalente a un crecimiento de mil 247 por ciento en menos de 10 años. Y es que hay una razón por la que las expectativas son tan altas. Tiene el potencial de transformar por completo múltiples industrias.

Adriana Olmedo Rejón, Directora de Grupo y Líder Regional de Recursos Estratégicos en JeffreyGroup, no ve la IA como una definición técnica. La describe como “la capacidad de la tecnología de aprender e interactuar con los procesos humanos. La considera un facilitador de ciertos trabajos y resultados “a partir de software, máquinas y desarrollos que aprenden e interactúan entre sí”. En este sentido, ya ha empezado a transformar múltiples industrias.

Y es que, según Olmedo, la tecnología ya no es un concepto futurista. Hoy es un desarrollo que puede complementar el trabajo humano. Si bien es un elemento más intangible, también está mucho más presente. Hay expertos que han propuesto emplear IA en el reclutamiento de personal o procesos de marketing. Asimismo, está en atención al cliente, búsquedas de internet y asistentes virtuales. Pero en comunicación, su potencial y retos son mucho más grandes.

Comunicación e IA

La experta de JeffreyGroup señala que hay tres grandes tendencias a futurodentro del uso potencial y responsable de la IA en la industria de la comunicación:

  1. Análisis de audiencias:Según la directora, ya hay IA que permite entender mejor al público. Detectan y entienden los temas perfilándose en la agenda. Son capaces de medir reacciones e intereses. Aunque todavía hay un reto en la identificación de intangibles como tono, humor, sarcasmo, etc. Al mismo tiempo, la industria todavía está en un proceso de aprender a explotarlo. En este sentido, cree que es todavía necesario que las marcas y expertos desarrollen mejor el factor humano para analizar estos datos.
  2. Uso humano de la tecnología:Bajo esta misma línea, Olmedo cree que se debe reforzar la atención sobre el proceso de toma de decisiones en un mundo con IA. Señala que, aún si son algoritmos los que están procesando la información, podrían no estar presentando el escenario completo. En ese sentido, hay que cuestionar sus conclusiones y retar sus resultados. De otra forma, se termina por confiar plenamente en un sistema con el potencial de equivocarse.
  3. Difusión de información:Por último, la experta de JeffreyGroup apunta que a la comunicación le corresponde, como expertos, explicar claramente la IA al público. Señala que todavía hay muchos factores que permiten a las audiencias caer en mitos de ciencia ficción sobre la tecnología. Reafirma que esto es más notable en el miedo a la pérdida de empleos. Asegura que, más que acabar con los trabajos, se verá una interacción entre humanos y máquinas.

Como conclusión, la directora de la agencia reafirma que la industria de la comunicación debe acercarse a la IA, “entender qué es y cuál es su beneficio para desmitificarla un poco. [Hay que] perderle el miedo, darnos cuenta que ya está inserta en nuestra vida cotidiana. Y [saber que], al final, siempre va a ser más artificial que inteligente. Y ahí es donde el factor humano siempre va a ser fundamental para que llegue a buen puerto y dé el mejor resultado posible”.