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The influence of ad blockers on the online advertising industry
U: INFuture2017 : integrating ICT in society : proceedings. / Atanassova, Iana; Zaghouani, Wajdi; Kragić, Bruno; Aas, Kuldar; Stančić, Hrvoje; Seljan, Sanja (ur.). Zagreb: Department of Information and Communication Sciences, Faculty of Humanities and Social Sciences, University of Zagreb, 2017. str. 291-299. https://doi.org/10.17234/INFUTURE.2017.29
Ivanjko, Tomislav; Bezjak, Tanja

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Ivanjko, T. i Bezjak, T. (2017). The influence of ad blockers on the online advertising industry. U I. Atanassova, (Ur.), W. Zaghouani, (Ur.), B. Kragić, (Ur.), K. Aas, (Ur.), H. Stančić, (Ur.), S. Seljan, (Ur.), INFuture2017 : integrating ICT in society : proceedings (str. 291-299). Zagreb: Department of Information and Communication Sciences, Faculty of Humanities and Social Sciences, University of Zagreb. doi: 10.17234/INFUTURE.2017.29

Ivanjko, Tomislav i Tanja Bezjak. "The influence of ad blockers on the online advertising industry." INFuture2017 : integrating ICT in society : proceedings, Ur. Iana Atanassova, Ur. Wajdi Zaghouani, Ur. Bruno Kragić, Ur. Kuldar Aas, Ur. Hrvoje Stančić, Ur. Sanja Seljan, Department of Information and Communication Sciences, Faculty of Humanities and Social Sciences, University of Zagreb, 2017, str. 291-299. https://urn.nsk.hr/urn:nbn:hr:131:015798

Ivanjko, Tomislav i Tanja Bezjak. "The influence of ad blockers on the online advertising industry." U INFuture2017 : integrating ICT in society : proceedings, 291-299. Zagreb: Department of Information and Communication Sciences, Faculty of Humanities and Social Sciences, University of Zagreb, 2017. Citirano 12.03.2025.. https://urn.nsk.hr/urn:nbn:hr:131:015798

Ivanjko, T. i Bezjak, T. (2017) 'The influence of ad blockers on the online advertising industry', u Atanassova, I. (ur.), Zaghouani, W. (ur.), Kragić, B. (ur.), Aas, K. (ur.), Stančić, H. (ur.), Seljan, S. (ur.), INFuture2017 : integrating ICT in society : proceedings, Department of Information and Communication Sciences, Faculty of Humanities and Social Sciences, University of Zagreb, Zagreb, str. 291-299. Preuzeto s: https://urn.nsk.hr/urn:nbn:hr:131:015798 (Datum pristupa: 12.03.2025.)

Ivanjko T, Bezjak T. The influence of ad blockers on the online advertising industry. U: I. Atanassova, ur., W. Zaghouani, ur., B. Kragić, ur., K. Aas, ur., H. Stančić, ur., S. Seljan, ur. INFuture2017 : integrating ICT in society : proceedings. Zagreb: Department of Information and Communication Sciences, Faculty of Humanities and Social Sciences, University of Zagreb; 2017. Str. 291-299. [pristupljeno 12.03.2025.] Dostupno na: https://urn.nsk.hr/urn:nbn:hr:131:015798

T. Ivanjko i T. Bezjak, "The influence of ad blockers on the online advertising industry", INFuture2017 : integrating ICT in society : proceedings, I. Atanassova et al., Ur. Zagreb: Department of Information and Communication Sciences, Faculty of Humanities and Social Sciences, University of Zagreb, 2017. [Online] Dostupno na: https://urn.nsk.hr/urn:nbn:hr:131:015798 [Citirano: 12.03.2025.]

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Podaci o radu
Naslov (engleski)The influence of ad blockers on the online advertising industry
AutorTomislav Ivanjko
AutorTanja Bezjak
UrednikIana Atanassova
UrednikWajdi Zaghouani
UrednikBruno Kragić
UrednikKuldar Aas
UrednikHrvoje Stančić
UrednikSanja Seljan
Autorova ustanovaSveučilište u Zagrebu
Filozofski fakultet
(Odsjek za informacijske i komunikacijske znanosti)
Znanstveno / umjetničko
područje, polje i grana		DRUŠTVENE ZNANOSTI
Informacijske i komunikacijske znanosti
Sažetak (engleski)
Online advertising developed in 1994 as a means of financing website content production, but a constantly decreasing number of ad impressions and a significant rise in ad blocker users have incurred the loss of 30% of total industry revenue in 2015. However, studies reveal that two-thirds of current ad blocker users would to be willing to turn their blockers off should overall user experience be improved. As marketers continue debating whether the ad block revolution will finish online advertising, this paper presents an alternate viewpoint. It suggests that the rise of the ad block has been beneficial to the industry, because exposing the weaknesses of the current advertising model and the reasons for blocker popularization prompts the damaged model to change. It gathers best practices in dvertising and recommendations for creating ads which do not need to be blocked.
Ključne riječi (engleski)
Jezikengleski
Vrsta publikacijeZnanstveni rad - Izvorni znanstveni rad
Status objaveObjavljen
Vrsta recenzijeRecenziran - međunarodna recenzija
Verzija publikacijeObjavljena verzija rada (izdavačev PDF)
Naslov zbornikaINFuture2017 : integrating ICT in society : proceedings
Brojčani podacistr. 291-299
p-ISSN1847-8220
DOIhttps://doi.org/10.17234/INFUTURE.2017.29
URN:NBNurn:nbn:hr:131:015798
Datum objave publikacije2017
SkupNaziv: 6th International Conference The Future of Information Sciences INFuture2017: Integrating ICT in Society
Lokacija: Zagreb, Hrvatska
Datum početka: 2017-11-08
Datum završetka: 2017-11-10
Vrsta izlaganja: Predavanje
Vrsta resursaTekst
IzdavačDepartment of Information and Communication Sciences, Faculty of Humanities and Social Sciences, University of Zagreb
Mjesto izdavanjaZagreb
Prava pristupaOtvoreni pristup
Uvjeti korištenjaIkona licence Zaštićeno autorskim pravom.
Datum i vrijeme pohrane2022-10-14 16:47:56