2013-08-27

Co.Labs

Advertising Is Dead, And Advertising Killed It

In today’s scrum, the staff debates the anti-advertising paradox, irony, and a livable wage.



Today’s News Scrum Discussion: AdBlock’s Crowdfunding Campaign

AdBlock, a browser extension that filters ads before displaying websites, is running a crowdfunding campaign. They’re going to buy advertising to tell people about a world without advertising. They’ve already raised more than $35,000, and with 27 days to go they’re working toward $50,000 and beyond. The goal of the campaign is clearly to gain users, but it has caused them to lose at least one. I’ve been using AdBlock for more than a year, but I just uninstalled it.

Irony is the centerpiece of the AdBlock campaign and I think it’s supposed to seem cute. Use ads to get rid of ads. Post an anti-ad video on a site like YouTube that is supported by ads. Promote an unencumbered open Internet by disabling commenting on your video. Good-humored fun! But noticing all of these aspects of the campaign just freaked me out. I’m a journalist so ad revenues pretty directly pay my bills and rent every month.

I always vaguely knew that it was bullshit for me to use AdBlock, because it was reducing the number of ad impressions I gave to news sites that currently pay me or might in the future. It was especially dumb because there are a lot of people out there who I think should get paid besides me. Journalism can’t function if people in the industry aren’t fairly compensated. But AdBlock runs so quietly in the background that it wasn’t hard to justify. After the initial install I never even had to think about it again. No thought, no guilt.

There is a specific part of the AdBlock campaign video that motivated me to actually click "uninstall" in my Chrome preferences. Matt Krisiloff, an employee at AdBlock, grins as he delivers the lines, "The web is one giant community. We have the power to reshape it to be better for everyone. If the more than 80 million of us who have AdBlock help spread it to the billions who don’t we will literally change the entire Internet." Yeah, Matt, you literally will. And it will be terrifying. I don’t know if ads are the best way to monetize content production on the Internet, but right now they’re the best idea in town, so I don’t want to see the last ad I will ever see. —Lily Hay Newman


As a journalist who also pays my rent (and the occasional Seamless.com order) with writing online, from publications that are in turn primarily funded from ad revenue, I definitely hear what Lily is saying. I have no illusions about the extent to which advertising funds online publications. But I disagree that the net effect of AdBlock would be a worse-off Internet. I’m an AdBlock user, though I have made the choice to specifically disable it on some sites that I want to make sure my clicks are supporting. So it is possible to make that kind of distinction, but by and large Lily is right that AdBlock functions as a "set it and forget it" tool that most people will never revise.

I’m more concerned with what advertising-driven journalism does to the state of our profession. It’s why we have click-bait HuffPo tweets, BuzzFeed listicles, and CNN.com running Miley Cyrus twerking at the VMAs as their top story. I’d like to see more journalism that is driven by quality content rather than monetizing eyeballs. Yes, that means we need radical new distribution and publishing models. Yes, no one has really come up with a model better than advertising-per-impression. But isn’t there some saying about necessity spawning invention? A critical mass of people using AdBlock would force publishers’ hands. Sure, some—lots, probably—of publications would go out of business. Call it growing pains. But the end result would probably be better for digital journalism than maintaining the status quo. —Jay Cassano


[Image: Flickr user David Evers]




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6 Comments

  • decapattack

    Internet existed before google ads and it will exist after it.

    Ads are an easy income for sites who uses it but it is way too intrusive to map my navigation and consumer habits.

    Sorry, i'll keep my Adblock Edge and Ghostery/Disconnect.

  • Tyler Brown

    "I’m more concerned with what advertising-driven journalism does to the state of our profession. It’s why we have click-bait HuffPo tweets, BuzzFeed listicles, and CNN.com running Miley Cyrus twerking at the VMAs as their top story."
    Come on.. you're journalists! Do you really think that the Huffington Post, CNN and ESPECIALLY BuzzFeed are the kinda of place fit for anything other than clickbait? The problem isn't that inefficient monetization strategies promote bad content, its that people WANT bad content. I have friends that only read BuzzFeed and it drives me up the wall but if you started slapping quality, intellectual articles on BuzzFeed they would stop reading it and move on to some other BS clickbait site. If you would like to see more journalism driven by quality content than take a step away from the large, major news organizations that's business model is to churn out fluff and start reading better websites! There are more quality, small, and focused news organizations than there ever has been and advertising is working pretty well for them.

  • Someone

    Why is it ok that "some--lots, probably--of publications would go out of business." in such a frail state in our economy? Why do you not realize it's not only journalism being affected, but small game publishers, bloggers, animators, comic artists, websites like okcupid, hulu, etc would be affected as well? People would have to compete with the 12.3 million people(US alone) who are already looking for jobs. Ads are currently the best happy medium between delivering free content and compensating the creators. 

  • Someone

    I don't think it's right to just "be ok" with people going out of business in an already terrible economy, but that may just be me.

    Ads are the best compromise between not having to pay for content, and still compensating creators. People forget that we all have to pay bills. People forget that we're in a frail economy as it stands.

  • mkspeakman

    Lots of different methods have been devised for monetizing content as well as eyeballs, beyond the likes with which AdBlock is concerned. I won't cite any here because where would I begin? But the web moves at full speed when methods become standardized and humans can be trained and mobilized to adopt them. Revenue abounds, and ROI dictates the value of future investments in advertising a company might make in web advertising.

    AdBlock exists because these standards exist, otherwise it would be chasing a moving target impossible to predict. If we force the hand of the ad "industry" will we like what they come up with next? 

    I have personally worked with companies that place very little value on web advertising yet still do it because, as standard, it can be worked into a marketing budget as an efficiency. These companies are aware of the studies (banner blindness, et al) and analytics, as well as their ROI. Often, they invest their own budgets into new ways to create better return in digital spaces, beyond web ads.

    It will evolve out of necessity to better reach and communicate with new customers and brand loyalists. Who will drive this? Not AdBlock. They'll be devising ways to foil the next standard... Whatever it is.