Making bad ads sad - Rad!

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Making bad ads sad— Rad! Bruce Lawson, Opera Software

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@brucel

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Advertisements must be obviously distinguishable from editorial content “ Strictly regulated - The BCAP Code: The UK Code of Broadcast Advertising @brucel

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Advertisements must not be excessively noisy or strident. “ Not too jarring @brucel

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Advertisements must be prepared with a sense of responsibility to the audience and to society. “ Responsible @brucel

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7 minutes an hour (off peak) for PSBs and 9 minutes an hour for all other broadcasters Not overwhelm content @brucel - Regulating the quantity of advertising on television, Ofcom (Copyright: Ofcom)

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288 Dutch websites affected with malware Security - https://blog.fox-it.com/2016/04/11/large-malvertising-campaign-hits-popular-dutch-websites/ @brucel

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+ the deadliest sin: @brucel

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USA - Used by kind permission of Secret Media @brucel

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half of all news website data came from ads and similar content - The Cost of Mobile Ads on 50 News Websites - New York Times @brucel

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- @brucel $9.50

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500MB data: hours worked @brucel Brazil Nigeria South Africa United States Germany 0 10 20 30 40 1 5.7 18 28.2 34.4

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36% APAC smartphone users block ads - New York Times (30 May 2016) @brucel Digital self-defence

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2/3 - New York Times (30 May 2016) @brucel India and Indonesia

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@brucel Opera Desktop

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Video of Opera’s built-in speed test

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@brucel Opera Mini

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10% of incoming trafﬁc savings, 10% more page loads per machine with no CPU load change     = happier accounting. Opera Mini, with ad blocker @brucel

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An accountant today, being happy @brucel

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Data savings is 13.7% better with adblock in extreme mode     = very happy users! Ad block data savings @brucel

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Very happy users, today @brucel

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preloading makes pages load ~20% faster. I think preloading is the single biggest performance improvement browsers have ever made. “ Mr Souders - Steve Souders @brucel

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Ta-Da! @brucel

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@brucel

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@brucel

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▪ their resources are triggered by scripts, thus fire somewhat later through the page transcoding process and extend our execution window ▪ the loaded resource modifies DOM which is expensive, as triggers re-layout. ▪ but the script may register actions on intervals to refresh / change the ads loaded, which rewinds us a few steps back. Why are ads so slow on Mini? @brucel

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Why are ads so slow? @brucel ▪ slow HTTP response, multiple HTTP requests, huge number of HTTP redirects, big and suboptimal javascript code. ▪ often the DOM element is just a script one, which means it is fired (load time++) to create another DOM element. That might finally load quite a few inlines. ▪ use counter URLs that often are chained, which means a bunch of redirects until real resource.

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Memory Usage (10 tabs) @brucel Google Chrome 1274MB 1123MB 940MB 604MB 0 400 800 1200 Adblock Plus

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Gas-Guzzling Ads @brucel Power saving Ad blocker mWh used Battery time OFF OFF 40637 3:32 ON OFF 32634 4:24 ON ON 28206 5:06

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WE DON’T HATE BUSINESS @brucel

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@brucel

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but the biz is broken @brucel “ We messed up ... we lost track of the user experience. - Interactive Advertising Bureau (IAB)

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Non-native display ads have an average clickthrough rate of 0.08% from September to December 2015. (Google DoubleClick data) One in 1,250 clicks through Business Insider (April 2016) @brucel

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Programmatic for online display has been an exercise in polishing a turd. “ Programmatic? - Confessions of a media agency CEO (Digiday) @brucel

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@brucel

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So where would the money be better spent? Ad blocking could really help this. What we need is far fewer, more effective ad formats. “ Some in industry want blocking @brucel - Confessions of a media agency CEO (Digiday)

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Only two formats were valuable: native and video. - Dave Jakubowski, Head of Ad Tech, Facebook What works? @brucel

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smashimgmag.com - used by kind permission

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In Nigeria, the cost of data to watch 2 minutes of video a day can be more than the cost of month’s schooling of a child. Be careful of video - How To Make Internet Affordable (Web We Want) @brucel

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unskippable video ads are a primary driver for installing ad blockers “ - IAB Be careful of video #2 @brucel

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WHAT’S INDUSTRY DOING? @brucel

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LEAN guidelines (IAB) How LEAN Can You Get? A Scale and a Score Will Tell You - IAB @brucel ▪ Lightweight ▪ Encrypted ▪ AdChoice supporting ▪ Non-invasive

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pre-roll video ads must include the opportunity to skip after no more than 15 seconds. “ LEAN for consumers? @brucel - IAB

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Nascent web standards @brucel ▪ Intersection observers. ▪ Content Performance Policy (see Yoav Weiss’ talk, 3.40pm today)

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an average household would be willing to pay approximately €38 a month for internet services that it currently receives for free. “ - Digital Dividends (World Bank) @brucel

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a web API to allow merchants to easily accept payments from different payment methods with minimal integration. User agents (e.g., browsers) will facilitate the payment flow between merchant and user. “ Payment Request API - editors: Microsoft, Google, Mozilla, Facebook @brucel

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UX pays dividends - The Value of Customer Experience, Quantified (Harvard Business Review) @brucel 140%

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ad blocker usage in the U.S. is expected to double by 2020. We’re on the cusp of mass public acceptance. You have 43 months. Innovate or die. “ Let ad blockers win? - The best way to beat ad blockers? Let them win (Kurt Gessler, Deputy Editor for Digital News, Chicago Tribune) @brucel

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Summary @brucel ▪ Ad industry messed up ▪ Opera’s consumers use ad blockers as digital self- defence against terrible performance and high bills ▪ Ad industry needs to get its house in order and provide good user experience

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[email protected] opera.com/developer brucelawson.co.uk @brucel