Ad blocking and counter-ad blocking: Analysis of online ad blocker usage

Shuai Zhao, Chong Wang, Achir Kalra, Leon Vaks, Cristian Borcea, Yi Chen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

4 Scopus citations

Abstract

Compared with online advertising industry, there is an even faster increase of ad blocker usage, which influence badly on publishers’ and advertisers’ business. Thus more and more companies initialize their counter-ad blocking strategies, in which customers choose to either disable their ad blockers or leave without seeing the content. There are also companies which abandon their counter-ad blocking strategies after conducting them for a while due to insufficient understanding of users’ ad blocking behavior. In this study, we employed a quasi-experiment framework and collected a large-size data with the cooperation with Forbes Media. We aim to identify factors influencing ad blocker usage. Furthermore, we will model the interaction effects among user profile, online behavior patterns, device features on ad blocker usage propensity. Our study contributes the literature of understanding ad blocker usage by evaluating those principles using big amount of real-world data.

Original languageEnglish (US)
Title of host publicationAMCIS 2017 - America's Conference on Information Systems
Subtitle of host publicationA Tradition of Innovation
PublisherAmericas Conference on Information Systems
ISBN (Electronic)9780996683142
StatePublished - 2017
EventAmerica�s Conference on Information Systems: A Tradition of Innovation, AMCIS 2017 - Boston, United States
Duration: Aug 10 2017Aug 12 2017

Publication series

NameAMCIS 2017 - America's Conference on Information Systems: A Tradition of Innovation
Volume2017-August

Other

OtherAmerica�s Conference on Information Systems: A Tradition of Innovation, AMCIS 2017
Country/TerritoryUnited States
CityBoston
Period8/10/178/12/17

All Science Journal Classification (ASJC) codes

  • Computer Science Applications
  • Information Systems
  • Computer Networks and Communications

Keywords

  • Ad avoidance
  • Ad blocker
  • Big data analytics
  • Online advertising

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