Advertizing disablers in Russia

Main article: Internet advertizing (market of Russia)

2020: Roskachestvo: disablers of Internet advertizing steal your data

Advertizing, advertizing, advertizing... We face it on the majority of the websites, in social networks — generally before we find in the Internet, for example, the recipe of favourite strawberry jam, "we will step" through a huge number of advertizing. If persuasive advertizing bothered — disablers which will not allow your brain "get littered" with third-party information come to the rescue. According to Deloitte, for the end of 2019 advertizing on the Internet was blocked by 44% of Russians, and 26% used disablers on all devices at once. However there are such disablers that it is better not to address their help at all.

It would seem what harm simple disablers of advertizing in the browser can do? Analysts from AdGuard detected 295 harmful expansions for Chrome which implemented advertizing in search results of Google and Bing. The majority of the loaded 80 million times of programs pretended to be just advertizing disablers. And it is not the first similar case.

Such cases, with millions of loadings of false programs, are registered regularly. For example, in 2018 AdGuard reported that more than 20 million users installed themselves false disablers of advertizing and actually are participants of a botnet. The false program can contain anything, from the miner of cryptocurrency to the virus stealing information. And still, the number of advertizing can not be reduced, and increase.

Over the years the number of users of disablers only increases, thus, also the audience for swindlers who want to issue the malware for the useful utility grows.

The different companies and the organizations, of course, are not glad that their advertizing is not seen by target audience because of such here disablers — they deprive of advertisers of possible income. But if the ordinary user in network decided not to see any more advertizing which distracts him and impedes the implementation of tasks — will stop nothing him.

The center of digital examination Roskachestva urges to follow safety rules by search and loading of disablers of advertizing. All these rules need to be followed in total.

2019: Assessment of Deloitte about 44% of the Russians blocking advertizing is overestimated twice - experts

In 2019 advertizing on the Internet is blocked already by 44% of Russians, came to a conclusion of analytics of consulting company Deloitte, having polled 1.6 thousand respondents within the media consumption research. 16% do it only on desktops (computers and notebooks), 2% — only on smartphones, 26% — on all devices.

The share of users of desktops who anyway block advertizing in 2019 in comparison with last year grew by 6 items, up to 42%. Are going to begin blocking of 14%, do not know about a possibility of blocking of advertizing of 19%, know, but are not going to refuse advertizing of 25%.

Among users of mobile devices announce blocking of advertizing of 28%, are going to make it in the future 20%, do not know about such possibility of 21% and do not consider necessary blocking of 31%. Deloitte specified that in mobile browsers disablers use already 15% of users, another 13% download for this purpose special programs which hide advertizing not only in the browser, but also in applications.

Most actively blocking is used by aged people of 16-24 years — not less than 52% of all users of desktops of this age and not less than 36% of users of mobile devices. Men block advertizing on the Internet by one and a half times more often than women.

But the experts polled by RBC consider data of Deloitte overestimated. The share of the Russians using advertizing disablers is at the level of 20% of all Internet users at this time, the Chief Digital Officer of the Russian office Dentsu Aegis Network Andrey Molev claims. He explains that the segment of Internet advertizing grows first of all due to performance-advertizing which disablers cannot affect^[1].

In the MediaCom agency the quantity blocking advertizing also is estimated at 20% of the total number of users. But, the head of development of digital products of the agency Maria Aboronova recognizes, among youth this share is higher — about 40%.

For Russia advertizing blocking is not a serious problem yet, the director of marketing OMD OM Group technologies Sergey Yefimov considers.

"According to the experts and to measurements which I faced in Russia from 2 to 7% of advertizing traffic are blocked — Yefimov tells. — Of course, digits fluctuate. If to speak about the websites with mainly male and IT focused audience — the share of the blocked traffic rises up to 25–30%".

But, the expert notes, for large advertizing networks and programmatic-platforms it does not represent any problem as only 1-2% of their traffic in the absence of the significant sold stock are blocked.

The popularity of blocking grows thanks to users of browsers with expansions which allow to configure levels of protection against advertizing, the president of the Russian office Internet Advertising Bureau Boris Omelnitsky considers. According to him, it is profitable both to advertisers, and to users as the built-in disabler protects only from the irritating advertizing, but does not block all banners and video as it is done by independent applications. Most likely, advertisers will refuse in the future the irritating formats to stop distribution of disablers, Omelnitsky believes.

With development of instruments of blocking also technologies of its bypass are improved. There are technologies punching blocking, for example adram.media technology, there are websites which do not show content, will not switch off adblock yet, Yefimov lists.

"Russia has in a stock three-five more years before the problem of blocking rises at the center for our industry" — the expert summarizes.

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