Ad Blockers And The Lack Of Content-Rich Advertising

Remarkably Relevant Ads

Ad blocking downloads have proliferated on mobile after the release of iOS 9 but the spread is not limited to Apple products. Android devices are now also capable of running ad blockers such as Ad Block Plus which filters traffic and removes advertisements.

In basketball, shot blocking is an important defensive skill that can greatly alter a game. Teams pay a lot of money for tall players with long arms to protect the rim, even if they are not skilled in other areas. This is because blocking what you do not want to happen is one way to increase the odds of something positive happening. The same principles that govern shot blocking in basketball are also responsible for the use of ad blockers on web browsers and mobile devices.

  • The Rise of Ad Blocking Software
  • There was a time when ad blocking software was almost exclusively constrained to web browsers on desktop computers however the environment has changed significantly in the last year. Apple’s release of iOS 9 last September helped popularize the so-called “ad free experience”, and it has had a resounding effect on mobile advertising worldwide. Various studies have found empirical evidence that shows more people than ever are blocking ads and that indicate the trend will continue in the future.
    A 2015 report published by PageFair and Adobe found that ad blocking is increasing by 41% each year and that nearly 200 million people are currently blocking ads. This is a sharp increase that Adobe estimates cost the mobile advertising industry about $22 billion in 2015. Additionally, a survey performed by GlobalWebIndex saw 40% of respondents say they are interested in blocking ads on their mobile devices in the future. When the continued spread of ad blocking software is taken into account, the amount of money lost due to ad blockers could climb above $40 billion in 2016.
    This increase should be worrisome to anyone who bases their business model around mobile ad revenue, including developers, mobile advertisers, and online content creators.

  • The Great Threat Presented by Ad Blockers
  • Ad blocking downloads have proliferated on mobile after the release of iOS 9 but the spread is not limited to Apple products. Android devices are now also capable of running ad blockers such as Ad Block Plus which filters traffic and removes advertisements. Scarily for mobile publishers, the expansion of ad blocking on mobile coincides with an increase in mobile web browsing meaning more traffic than ever is being filtered through ad blockers.
    The root of the problem is widespread advertising fatigue among consumers. In fact, of those who currently run ad blocking software, 41% say they are overwhelmed with the amount of ads and 50% say they feel their personal information has been misused for advertising purposes. So, the reason that people are employing ad blockers more than ever before is because they have been over exposed to irrelevant ads that negatively affect their browsing experience.
    With an ad blocker, mobile users see faster loading times, reduce their data consumption, and save screen space. Each of those is a positive result that makes ad blockers especially attractive to mobile browsers.

  • The Answer is AdAbouts
  • Further analysis of the ad vs. ad blocker dilemma results in an interesting dichotomy. Advertisements make free content widely available, in the same way that TV commercials subsidize TV shows. Without ads, free online content would largely disappear, so the question becomes: are consumers willing to pay a fee for content? Or, is there a better way to advertise that benefits everyone?
    Consumer behavior seems to indicate that web users are not willing to let go of free content, although more research on the subject is needed. As a result, major online advertisers like Google and Facebook are devising solutions to this conundrum. They want to allow faster loading times and create less intrusive ads for users while maintaining their free content.
    AdAbouts has a similar aim yet has capabilities that even the largest internet companies’ programs cannot match. Richard Sylvester, AdAbouts CEO puts it this way, “Yes, we compete with both Google AdMob and Facebook Audience Network. There are of course differences and our point is to be a premium exchange that offers fine tuning of some critical points other solutions don’t offer.”
    Of the many improvements AdAbouts makes to mobile advertising, new technologies lead the way. Enhanced Real-Time Bidding (eRTB) practices are used to select the most relevant and profitable ad, rather than simply picking the highest bid. To aid in the determination, AdAbouts incorporates Location 2.0 Technology that takes a person’s physical surroundings and current activity into account, rather than relying on unspecific inaccurate geographic coordinates.

  • Add Smarts, Add Relevancy, AdAbouts
  • For every action there is an equal and opposite reaction. In response to shot blockers, basketball players invented the pump fake which is a movement, like a fake shot, to draw the opposing player into the air, thus opening space for a shot. Likewise, consumers have become hardened to traditional mobile advertising approaches and have turned to ad blocking software for a solution. In order to skirt around ad blockers, mobile advertisers must adopt new tactics. AdAbouts represents a new tactic that promises to change the way mobile users see and respond to ads on mobile devices.

Where You Are Determines the Ads That You Will See

Location 2.0™ and Location State™ technology

AdAbout’s Location 2.0™ technology focuses on the physical location and the surroundings of a mobile user to deliver ads pertinent to their current situation.

Gift giving can be a daunting process. Whether you are shopping during the holidays or your best friend’s birthday, there is no way to guarantee that the gift you select will be a winner. Because gifts are typically given as surprises, you have to figure out what the person wants or needs without asking them. To do this you use your knowledge of their interests and habits to choose an appropriate gift and the same is true for mobile ads.

Relevancy is King in Mobile Advertising (and Gift Giving)

Basically, mobile advertisers have to figure out how to influence mobile users to click their ad and, hopefully, purchase their product. But, how do you know what a specific person wants or needs? Advertisers, like gift givers, use the information they have about their intended audience, including location, to determine relevant ads.
Consider facts from a recent study regarding mobile advertising. According to, 70% of American adults were exposed to mobile ads in 2014, yet only 35% of them actually clicked a mobile ad. Furthermore, the top two reasons people reported not clicking ads were a lack of interest in and a lack of relevancy to the advertisements they saw.
This data clearly shows that relevancy, which can be defined as current interest + current location + right time, is the most important aspect of mobile and online advertising. The question becomes, how can mobile advertisers increase the relevancy of their ads?

Location, Location, Location

Recently, the benefits of location-specific advertising in the mobile ad market have been realized. AdAbouts is at the forefront of the movement to use real-time location services to increase ad relevancy. This new movement is predicated on the fact that most people carry a mobile device with them everywhere they go. For mobile advertisers, this means that information about a person’s location and surroundings is almost always available.
A simple, effective way to think about the importance of physical location to advertising is to consider the connection between location, opportunity, and desire. Someone browsing the web in rural Texas, for example, will have different desires and opportunities than a mobile phone user on 5th Avenue in Manhattan because of their location. That is, in essence, how location data increases relevancy; by providing information about the interests of a mobile user instantaneously. For mobile advertisers, location becomes even more important because of the lack of information that can be garnered from Cookies inaccessible to the mobile device.

Remarkably Relevant

AdAbouts technology combines location with interests and behavioral patterns to enhance your audience profiles and ensure your campaigns are on target.

No Cookies, No Problem

Online advertisers have an advantage over mobile advertisers in that they can take information about a person’s browsing history and use that to decide which ads to display. This data, called a cookie, is stored by web browsers on computers but cookies are not present on mobile operating systems. In fact, this is a major hurdle for mobile advertisers because they cannot easily target their customer’s interests based on cookies in the same way that online advertisers can. AdAbouts seeks to address this challenge with a two-pronged approach to mitigate the no-cookie conundrum.

The AdAbouts’ Advertising Attack

AdAbouts seeks to change the way mobile advertising is conducted by overhauling the inefficiencies of past mobile ad practices while incorporating new technology. The AdAbouts platform is efficient because it is a single software development kit that connects multiple ad networks, exchanges and DSP’s to reduce complications and increase communications. But, not only is AdAbouts more efficient, it is also generates more revenue for developers and advertisers by selecting more relevant ads. How you ask?
Firstly, AdAbouts delivers more accurate location data through Location 2.0™ and Location State™ technology. The important idea here is that Location 2.0™ technology focuses on the physical location and the surroundings of a mobile user to deliver ads pertinent to their current situation. Contrastingly, many less effective location-based services simply use geographic coordinates to select ads, which is much less specific.
Secondly, AdAbouts uses enhanced real-time bidding (eRTB) with Value Score to track ad relevancy over time for better conversion. AdAbouts evaluates advertisers and their specific ads relevancy and conversion rates and calculates a Value Score which is taken into account with their every bid. The higher the Value Score for a specific individual, the more likely the bid will be accepted. Other real-time bidding exchanges simply return the highest bid.

Join the AdAbouts Movement

No revolution would be complete without a devote set of followers and the AdAbouts movement is no different. We are calling all interested app developers to rally to the cause by joining our forum at Here you will be able to contribute to the development and design of AdAbouts by sharing your own expertise.
Be a part of the most exciting movement in mobile advertising, join AdAbouts today!

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The Many Inefficiencies of Real-Time Bidding

Current inefficiencies of RTB
Imagine for a second that you are on the main floor of the New York Stock Exchange as the market opens. Papers are flying, phones are ringing off the hook, and traders are clamoring to cut deals as fast as they can. This is an example of real-time bidding in the financial sector. Stock brokers use the present information they have on hand, based on data and news collected from around the world, to buy and sell stocks instantaneously.
A similar concept of real-time bidding applies to the mobile ad market.

What is Real-Time Bidding? (RTB)

Real-time bidding is defined as a process in which advertising inventory is bought and sold on a per-impression basis, via programmatic instantaneous auction. Basically, when a mobile phone user sees a pop-up ad within an app or on a website, that ad got onto their screen by winning a RTB auction.
In terms of mobile advertising, the bidding group is the advertiser and the app publisher is the auctioneer. That said, mobile advertisers only pay a publisher for displaying their ad if the end user actually clicks on the advertisement.
In order to determine which ad wins a RTB auction, developers consider two primary variables: 1) the price of the bid and 2) the location of the user. The goal is to display ads that are both relevant and high-paying in order to maximize profit. However, traditional RTB practices have been exposed as inefficient recently and this is why.

Inefficiencies of Real-Time Bidding Practices

Traditional mobile advertising is inefficient because the calculations that publishers make to decide which ads to display are incomplete. According to software developer and CEO of AdAbouts Richard Sylvester, “the largest problem we see is the fact that all RTB servers work by returning the highest bid.” Of course, awarding ad exposure to the highest bidder makes sense, if payment were guaranteed. But remember, publishers only receive payment if a user clicks on a displayed advertisement. Therefore, the price of an ad must be weighed against the probability of converting the ad into a click from the user.
Sylvester goes on to explain this concept with the following example scenario:

“[A] bidder has an ad that is simply a white box with nothing inside of it. The bid payout for this ad is $0.50 if clicked.

Another bidder that was outbid by the above ad was for coffee while the end user was at a bookstore. The bid was only $0.30 if clicked.

Assuming the white box has a click through rate (CTR) of 0.1% due to curious people and accidental clicks this equates to an eCPM of $0.50 for 1 click per thousand impressions.

Now assume the second ad won. It could have a much higher CTR of, say, 5% due to its relevancy. Based on this CTR the developer would have an eCPM of $15 for the 50 clicks at $0.30 cents.”

The above example is dramatic, but it clearly shows the issue with traditional RTB practices. To summarize, the highest bid is not always the most profitable. This means that publishers should take relevancy into account when deciding which ads to display in their apps.

Enhanced Real Time Bidding

AdAbouts turns the tables on RTB by focusing on ad relevancy rather than the price of a bid.

The Efficiency of AdAbouts

AdAbouts turns the tables on RTB by focusing on ad relevancy rather than the price of a bid. This philosophy is important because, as the example above shows, revenue is about click through rate, not necessarily bid price. To maximize CTR and generate the most revenuefor both developers and advertisers, AdAbouts improves upon the two traditional variables associated with RTB (price and location).
First, AdAbouts is revolutionary in that it condenses multiple ad networks into one program for easy comparison. So, instead of taking bids from advertisers in succession, AdAbouts simultaneously receives bids from all interested advertisers. Resultantly, greater transparency and competition leads to higher bids.
Secondly, AdAbouts uses a different type of location data gathering software called Location 2.0 Technology (patent pending). Whereas traditional RTB location data focuses on geographic coordinates, Location 2.0 focuses on the immediate environment of the mobile phone user. In the example above, AdAbouts would deduce that the user is inside of a bookstore, a fact that makes a coffee ad more relevant.
Thirdly, AdAbouts measures and monitors ad content over time and applies a Value Score to the advertisers content which measures relevancy and effectiveness in determining which bid wins the AdAbouts Enhanced Real-Time Bidding auction.
The result of these three tactics is advertisements with more relevance to each individual user which equates to more clicks which leads to more profit.

Win At RTB with AdAbouts

Real-time bids for mobile advertisements are placed billions of times a day across the globe. For a publisher, the potential difference in revenue that can be obtained by using AdAbouts advanced metrics is staggering. And for advertisers, the increase in ad impressions can be equally as steep. Take it from AdAbouts developer Richard Sylvester, “The highest bid doesn’t always win, the most relevant ad does.”
AdAbouts is the future of mobile advertising, and, in the future, everyone wins.