ISOJ 2016Can advertising still subsidize

journalism? The ad blocking war and the news organizations’ efforts to

create new revenue streams Jason Kint@jason_kint

April 15, 2016

Please follow us at: @DCNorg

① Who is DCN

② The Trust Crisis

③ The Opportunity

Agenda

Advancing the Future of Trusted Content

$0.0$2.0$4.0$6.0$8.0

$10.0$12.0$14.0 Industry

(IAB)Declining CPMsViewabilityFraudShift to MobileAd blocking

Last 5 Years, Advertising Isn’t Funding It

2010

2015

The need to monetize has led to

unrestrained advertising.

Increase in ad volume and page clutter.

Increase in experience interruption.Increase in data snooping.

Decline in audience goodwill, Decline in attention to ads, Decline in trust.

Advertising blocking by users

2

1 3

4

Trust Crisis

Source: Ghostery TrackerMap for Washington Times – Apr 12, 2016.

One Click, One Page on the Net

Ad Blocking Adoption Will Grow…

Interested (3-5 on 5-point scale)

Very/Somewhat likely to use

Discounted estimate of likely to use

0%

10%

20%

30%

40%

50%

60%

0.5

0.0928%

5%

Total Somewhat likely Very likely

Interest and Intent to try ad blocking software

Source: Digital Content Next Ad Block Report. Dec 2015.

…Creating A Unicorn Opportunity

2010 2011 2012 2013 2014 20150

20406080

100120140160180

Glob

al A

udie

nce

(mil-

lions

)

① 100% Focus on Consumers

② Purge the “Trust Parasites”

③ Deliver On Premium, Increase Value

Three Key Takeaways