Commentary

Forbes' Ad Experiment: 'AdGate' And What's Next

Forbes' Chief Product Officer Lewis DVorkin is back with updates on the site’s ad-blocking experiment.

Here’s a refresher:Last December, Forbes asked visitors who block to turn the software off or try an "ad-light" experience for a month. Since Dec. 17, four million desktop visitors, or 42.3% of those asked, disabled blockers or whitelisted the site, DVorkin said in a post today. With blockers disabled, 63 million ad impressions were delivered.

DVorkin also said Forbes plans to "step back and audit the file size and load time of ads" among other factors (including ad security). This is a good thing, especially for mobile, and DVorkin said learnings from the ad-blocking experiment will inform a new site for mobile-exclusive Forbes readers.

Last October, The New York Times used ad blockers on iPhones to measure mobile ads' effects on factors like loading time and battery life. The report found a 21% battery life increase when using ad blocker apps Purify and Crystal.

Not too shabby, especially for those of us who haven't gotten a new phone since Obama was elected to his second term. By lunch every day, I have to decide whether I want to call someone for an interview or text my boyfriend a photo of a cute dog; I can't do both without draining a hefty chunk of battery.

Also worth noting is the response to the experiment. In Forbes' newsroom, it's known as "AdGate," DVorkin said, calling out Twitter's outcry in particular. And if you search "Forbes ad block" on Reddit, you're sure to find some passionate discussions.

Naturally, it was no surprise a few Twitter users came out today to voice their opinions on the experiment's new data:

DVorkin ended the post with a simple statement: "There’s no right or wrong way, only experimentation. The goal for us as always is to offer the best consumer experience that works as a business."

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