Prisoners’ dilemma and web advertising
I use AdBlock Plus; I installed it after certain weight loss ads featuring ugly caricatured jiggling fat bellies started appearing all over the web, making browsing disgusting. Many people find that web ads make their browsing experience unpleasant in various ways, so adoption of AdBlock Plus and other blockers have been increasing significantly recently. This in turn has web publishers worried, because they see all these visitors showing up on their sites with the ad blockers, so they’re not getting the ad revenue they planned on, and that means more red ink on their balance sheets. (See this current Ars Technia article.) But when I turn ABP off, the web becomes intolerably hostile: Sites are slower, and when they do load they’re full of flashing ads and I get ad copy playing over my speakers and popping up over the text I came to the page to read. So now visitors are fed up, they block all that crap, and publishers can’t make their ad money, they shut down, visitors have no where to go, and everybody loses.
What happened? It was supposed to be visitors get “free” content because the publishers are ad supported, and this worked for a while. But this relies on the implicit social compact that visitors don’t block ads, which has as its unstated counterpart that publishers don’t make their ads so intrusive that visitors get annoyed by them. So I think we have a situation similar to a prisoners’ dilemma: visitors can defect by blocking ads, improving their own browsing experience but denying publishers their ad revenue; publishers can defect by showing intrusive ads, bringing in more revenue but destroying the visitors’ browsing experience. (It’s not quite a PD, because the payoffs are the same when the visitors defect regardless of whether the publishers do.) It seems to me that the publishers defected first, coveting the additional money from the worse ads, and we’re now seeing a tit-for-tat from the visitors, fueled by annoyance at the publishers’ defection.
And my experiment of turning ABP off shows that the publishers are still defecting, and defecting “harder” than before. Whatever your position on the morality of browsing with ads blocked, I think we’re going to see more visitors turning to blocking as long as intrusive ads are ubiquitous in web publishing. If the publishers go back to simple ads, which don’t move and flash and pop-over and piss users off, then publishers won’t see new internet users installing ad blockers, and us existing ad block users will be more inclined to turn our blockers off. But we’re going to continue defecting as long as the publishers are.
The Ars Technia article is titled “Why Ad Blocking is devastating to the sites you love”, but from the other side it could be called “Why intrusive advertising is destroying your users’ tolerance for your business model”. The publishers defected long before the visitors did, and turned a deaf ear to user complaints, and so I’m unsympathetic to cries from them that we’re now defecting too. Publishers have been pissing in the pool for years, and now they’re surprised users are putting on full-body wet-suits? Blame us ad-blockers all you like, but until you look in the mirror and make the web tolerable to surf without an ad blocker, the situation won’t get better for either of us.