![]() Furthermore, we analyzed evasion attacks from ad publishers against ad-blockers. In addition, we found that a great number of false negative errors (i.e., failing to block real advertisements) were either incorrectly reported or simply ignored by the editors. Both EasyList editors and website owners were to blame for the false positives. For instances, we found that false positive errors (i.e., incorrectly blocking legitimate content) still took a long time before they could be discovered (50% of them took more than a month) despite the community effort. Our study yielded a number of significant findings regarding the characteristics of FP and FN errors and their causes. To do so, we collected and analyzed a longitudinal dataset that covered the dynamic changes of popular filter-list EasyList for nine years and the error reports submitted by the crowd in the same period. In this work, we seek to advance our understanding of the ad-blocking community as well as the errors and pitfalls of the crowdsourcing process. The study also identified the most important threats that may affect the future development of the concept of influencer marketing.Īd-blocking systems such as Adblock Plus rely on crowdsourcing to build and maintain filter lists, which are the basis for determining which ads to block on web pages. This potential relates primarily to the effective transmission of information about a product or service, the impact on increased brand awareness, and the impact on the sales level of products and services offered by companies. The results of the research indicate that there is a great potential for activities involving digital influencers. After the completion of this stage of the research, a questionnaire survey was conducted on a group of individual Internet users in order to obtain primary data. In order to implement it, a literature analysis was carried out on the origins of this phenomenon, and its scale, causes and impact on the functioning of the digital promotion system. In this context, the aim of this article is to analyze the role, place and significance of digital influencers in the overall functioning of the online promotional system, and the impact of the influencer marketing concept on its sustainable development. One of the most important trends is the use of the influencer marketing concept. Therefore, in the new market situation, when the promotion of products and services has never been so difficult, organizations have started to look for other methods of influencing consumers. At the same time, together with the growing expenditures on digital promotion, it can be clearly seen that the effectiveness of activities carried out in the electronic space in its current form is decreasing. The authors discuss how news publishers could benefit from these findings, including exploring revenue models that consider users’ desire to avoid ads.Īlong with the increasingly high level of digital media consumption, organizations' expenditure on online promotional activities is constantly and dynamically growing. These postadoption visits tend to start from direct navigation to the news website, rather than from referral sources. The increase in news consumption stems from increases in repeat visits to the news website, rather than in the number of page impressions per visit. These effects are stronger for less-experienced users of the website. Specifically, ad blocker adoption increases the number of articles that users read by 21.0%–43.2%, and it increases the number of content categories that users consume by 13.4%–29.1%. Using 3.1 million visits from 79,856 registered users on a news website, this research finds that ad blocker adoption has robust positive effects on the quantity and variety of articles users consume. Yet, this perception ignores the possibility that avoiding ads-which users presumably dislike-may affect users’ online news consumption behavior in positive ways. Online news publishers that rely on advertising income tend to perceive users’ adoption of ad blockers purely as a threat to revenue. Ad blockers allow users to browse websites without viewing ads.
0 Comments
Leave a Reply. |