Video case study
To AdBlock or Not to AdBlock
Watch the video:
think and discuss
The emergence of ad blockers is starting to have a negative impact on ad revenue for content creators and providers. Ad blockers identify and remove content based on its IP address, acting like a firewall. The most popular ad blocker, AdBlock Plus, is offered as an extension to all major web browsers, and about 30% of internet users currently use an ad blocker. AdBlock is free to use in the basic iteration, and it’s very simple and highly effective, which makes it an online advertiser’s worst nightmare. Ad blockers often make websites look more beautiful and streamlined while reducing battery usage and data consumption. They also turn off tracking cookies that many Internet users find unpleasant advertisers use to keep comprehensive information about you and your online activities. These are the benefits for web users. Defects? If too many people use ad blockers, your favorite sites on the Internet will not be able to provide the free content that you enjoy so much. Several websites have begun making direct appeals to visitors to turn off their ad blockers, including Wired, The Guardian and OKCupid. Others have dramatically changed the types of ads they’d like to accept. However, the perception of advertising as unwanted and unnecessary interference does not help these sites change the way their visitors view ads. Content consumers often forget that the free content they enjoy is actually paid for by advertising dollars. However, we did not explicitly agree to this arrangement, or were even asked about it. Watching ads that are not related to your interests feels like work during moments that are supposed to be free time, and most people are wary of imposing it. As the video explains, advertisers hope that the ads you see are about things you want to know more about, but it often feels like the ads are about things you don’t care about and advertisers want you to like you will.
Video status questions:
What is the “ethical ad blocker” described in the video?
Why are algorithmic advertising techniques becoming increasingly important to advertisers?
What is your stance on the use of ad blockers?
test your knowledge
Q1: The second stage in the consumer decision-making process is:
Contact with the company after purchase
Searching for alternatives
Searching for alternatives
Q2: “Refers to the transaction history that consumers create as they navigate the web, from a search engine to a variety of sites, then to a single site, then to a single page, and then, finally, to a purchase decision.” This defines…
B: View advertisement
D: landing page
C: Clickstream behavior
Q3: Sales of products or services with little demand are called:
A: Long-tail marketing
B: Quick Marketing
A: Boom Pricing
Choose one of the following cases, then analyze the cases in the Questions and Problems.
Case A: Chapter 15 (8 and 9) and Chapter 16 (7) in Dynamic Business Law
Case B: Chapter 15 (6 and 7) and Chapter 16 (9) in Dynamic Business Law
For each assigned case, write an analysis of the issue based on the following criteria:
Identify the parties involved in the case dispute (who is the plaintiff and who is the defendant).
Identify the facts associated with the case and fact patterns.
Develop the appropriate legal issue(s) in question (i.e., the specific legal issue between the two parties). Provide a judgment on who should win the case – be clear.
Support your decision with an appropriate rule of law.
Be prepared to defend your decision and to objectively evaluate the other points of view