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by Sander Saar
Sander introduces how online trackers and advertisements degrade performance and data usage on mobile devices. Along the way it covers What Does Content Blocking Mean, Why Publishers Fear It and Apple's Move and Ad Blocker Comparison: Peace vs Purify vs Crystal, and more. Sander summarizes the benefits of content blockers and reminds viewers to support creators.
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Sander introduces how online trackers and advertisements degrade performance and data usage on mobile devices.
On screen: A man in a grey sweatshirt sits on a sofa talking to the camera while tracker lists and website graphics appear around him.
An explanation of web trackers, data privacy costs, and how removing unwanted scripts creates a cleaner browsing experience.
On screen: The presenter gestures while discussing ad trackers, flanked by Ghostery extension and smartphone interface graphics.
Why traditional publishers avoid the topic, the rapid adoption of ad blockers, and Apple's introduction of native content blocking in iOS 9.
On screen: A young man in a grey sweatshirt sits on a couch and speaks enthusiastically directly to the camera.
A speed comparison testing popular content blockers across various news and tech websites.
On screen: A man sits on a couch and gestures while talking to the camera, with a smartphone displaying content blocker apps on the left and news publication logos appearing on the right.
Looking at alternative methods for supporting online creators beyond tracking ads, including subscription models and direct fan funding.
On screen: A man in a grey sweatshirt sits on a sofa addressing the camera while an infographic about YouTube Fan Funding and Google Contributor appears beside him.
Sander summarizes the benefits of content blockers and reminds viewers to support creators.
On screen: A man sits on a grey sofa, addressing the camera with various hand gestures before waving goodbye.
What the footage shows, shot by shot. It is derived from the video itself, independent of the commentary. Timestamps link to the exact second.
0:01–0:12 A man in a grey sweatshirt sits on a sofa talking to the camera while tracker lists and website graphics appear around him.
0:12–0:20 A man in a grey sweatshirt sits on a sofa and gestures with his hands while speaking directly to the camera. On screen: INTERNET www
0:22–0:25 The man on the sofa concludes his introduction and speaks towards the camera with animated facial expressions. On screen: INTERNET www
0:30–0:40 A young man sits on a grey sofa, gesturing with his hands while speaking directly to the camera. On screen: INTERNET
0:40–0:57 The presenter gestures while discussing ad trackers, flanked by Ghostery extension and smartphone interface graphics. On screen: ebay DEALS THE HUFFINGTON POST TROLLING THE TORIES Ghostery found 64 trackers www.huffingtonpost.co.uk Advertising Advertising, Analytics AdScale ADTECH…
1:00–1:03 A man in a grey sweatshirt sits on a sofa talking directly to the camera. On screen: NTERNE www
1:03–1:10 The speaker remains seated as side-by-side website comparisons appear beside him. On screen: with AdBlock Plus Without Ad Blocking The New York Times Fed Holds Off on Interest Rate Move as Global Economy Slows A Gift to New York, in Time for the Pope…
1:10–1:33 A young man in a grey sweatshirt sits on a couch and speaks enthusiastically directly to the camera. On screen: INTERNET www
1:33–1:43 The host speaks directly to the camera alongside displayed charts illustrating banner ad CTR evolution and online advertising revenue trends. On screen: Standard Banner CTR Evolution 0.34% 0.25% 0.20% 0.12% 0.09% 0.07% 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Source: Clipperton Finance Analysis,…
1:43–1:50 A man in a grey sweatshirt sits on a light grey couch, speaking directly to the camera and gesturing with his hands against a plain white background. On screen: INTERNET www
1:50–2:07 A man speaks directly to the camera alongside an AdBlock Plus logo and shifting statistical line charts depicting ad blocking growth rates. On screen: ABP INTERNET Global Ad Blocking Growth Blocking ads continues to build on the strong growth rates seen during 2013 and 2014. The findings Globally, usage of ad…
2:07–2:10 A young man sitting on a sofa speaks enthusiastically toward the camera. On screen: INTERNET www
2:10–2:17 The presenter continues speaking while graphics displaying desktop and mobile versions of The Wall Street Journal with ads appear on either side. On screen: INTERNET THE WALL STREET JOURNAL £12 FOR 12 WEEKS Home World U.S. Politics Economy Business Tech Markets Opinion Arts Life Real Estate What's News Fed Holds…
2:17–2:29 A young man sits on a grey sofa against a white wall, speaking directly into the camera while gesturing with his hands. On screen: INTERNET www
2:29–2:37 A man sits on a couch speaking to the camera, flanked by the Apple logo and a revenue breakdown pie chart. On screen: Apple Inc. Revenue by Category - Fiscal Q1 2015 by MacRumors.com 12% 9% 4% 6% 69% INTERNE Mac Net Sales Other Services iPad Net Sales iPhone Net Sales
2:37–2:56 A young man wearing a grey sweatshirt sits on a sofa and gestures while speaking directly to the camera. On screen: INTERNET www
2:56–3:13 A man sits on a couch speaking to the camera with the Google logo on the left and a Google revenue breakdown graph on the right. On screen: Google INTERNET www Silicon Alley Insider Chart of the Day Google Revenue By Source Billions of dollars 20 18 16 14 12 10 8 6 4 2 0 Ads on Google sites Ads on…
3:13–3:21 The presenter sits on a couch speaking enthusiastically while an iPhone screen mockup displaying content blocker apps appears beside him. On screen: WWW INTERNET
3:21–3:36 A man sits on a couch and gestures while talking to the camera, with a smartphone displaying content blocker apps on the left and news publication logos appearing on the right. On screen: Blockers Crystal Peace Purify Blockr 1Blocker INTERNET www The Economist The New York Times TechCrunch
3:37–3:43 A side-by-side screen comparison shows four iPhones loading The Economist webpage using Purify, Peace, Crystal, and No Blocker. On screen: Purify Peace Crystal No Blocker economist.com The Economist The New York Times TechCrunch allergy mov oma martin watch Stumbleupon wb dg Transport Adobe TV…
3:43–3:54 Four iPhone mockups compare webpage loading speeds side-by-side on a black background with timings listed below. On screen: Purify Peace Crystal No Blocker mobile.nytimes.com The New York Times Sept. 17, 2015 SUBSCRIBE LOG IN VIDEO Fed Holds Off on Rate Move as Global Economy Slows…
3:54–4:09 A comparative graphic shows four smartphone mockups labeled Purify, Peace, Crystal, and No Blocker above load times for various websites. On screen: Purify Peace Crystal No Blocker 1.5x WINNER 2.5x 00:03:56:08 00:04:02:06 The Economist The New York Times TechCrunch 2:08 2:55 3:59 1:53 1:56 2:47 2:01 3:00…
4:09–4:36 A man in a grey sweatshirt sits on a sofa addressing the camera while an infographic about YouTube Fan Funding and Google Contributor appears beside him. On screen: INTERNET www You Tube Fan Funding Contributor by Google JOIN THE WAITLIST An experiment in additional ways to fund the web Today's Internet is mostly funded by…
4:36–4:41 The presenter gestures and speaks while framed between graphics showing Google Contributor and Patreon webpages. On screen: YouTube Fan Funding Contributor by Google JOIN THE WAITLIST An experiment in additional ways to fund the web Today's Internet is mostly funded by advertising.…
4:41–4:54 A young man sits on a light gray sofa and gestures actively while speaking directly to the camera. On screen: INTERNET
4:54–5:05 A young man sitting on a sofa speaks and gestures energetically directly to the camera against a white background. On screen: INTERNET www
5:05–5:12 A man speaks directly to the camera seated between two graphic overlays of iPhone screens displaying Top Charts from the UK and US App Stores. On screen: Categories Top Charts Paid Free Top Grossing Peace: Block Ads and Trackers, Powered by Ghostery Utilities OPEN The Official DVSA Theory Test Kit for Car…
5:12–5:24 A young man sitting on a couch gestures with his hands while speaking directly to the camera. On screen: INTERNET www
5:24–5:38 A man sits on a grey sofa, addressing the camera with various hand gestures before waving goodbye. On screen: INTERNET WWW
5:41–5:44 An animated outro title card displays the channel name against a textured blue and ripped-paper background. On screen: I BELIEVE IN TECHNOLOGY BY SANDER SAAR
0:00 Speaker A: Hi everybody, I'm Sander and I believe in technology. Speaker A: On an average news site to visit, There are around 40 to 100 different audience trackers loaded and 20 to 40 ads being shown to you, which slows down your experience by two or three times and costs even more in data allowance. Speaker A: Now it's become easier than ever to make your experience better on mobile devices. Speaker A: Content blocking is here. Speaker A: Let's take a closer look.
0:30 Speaker A: What does content blocking mean? Speaker A: The reality is the web is not free. Speaker A: We are paying for the content by giving away our own data. Speaker A: If you want to see how bad it is, go ahead and install Ghost Rip browser plugin on your PC on Safari or Chrome or Firefox or a mobile browser, which shows you how many trackers are being loaded. Speaker A: Every time you open a website. Speaker A: It's scary because it's not disclosed for the users. Speaker A: By removing third party trackers, pixels, even the advertising placements, autoplay content and only focusing only on the content that you came there or you opened the website for, you get back the clean fast browsing experience with the highest privacy.
1:10 Speaker A: So why don't you see it in news? Speaker A: Why? Speaker A: No traditional publishers really want to talk about it. Speaker A: Because who wants to show off the branch they're sitting on, right? Speaker A: This is where they're receiving their revenues. Speaker A: But the advertising of behavior tracking and the forced content that you're being shown on those websites is taking a lot of real estate and has grown way too big, especially on mobile. Speaker A: And we need to talk about it. Speaker A: It's grown so big, of course, and the volume is going up because of the prices per visitor have been going down and they've been placing more ads and more trackers on websites to grow their revenues.
1:43 Speaker A: And most people don't think about it or they just don't know about it. Speaker A: The younger generation, the under 30 year old generally does. Speaker A: AdBlock plus, which for example on PCs has been used by more than 55% of under 30 year olds in the US and the overall penetration is about 22%. Speaker A: It has tripled in the past three years since 2012 and it's growing close to 100% year on year growth rate. Speaker A: Why is this more important than mobile?
2:09 Speaker A: Because the real estate is even more valuable and the ads are taking even more space and speed on the connection as you're on the move using 3G 4G so it is more relevant. Speaker A: So far on Android iOS you had to install a specific browser to remove ads, trackers and gain control of your data. Speaker A: With the recent release of iOS 9, Apple is bringing the control back to the user. Speaker A: You ask why? Speaker A: Because Apple doesn't really care. Speaker A: They make money selling their products and that's why the products are two or three times more expensive and services and not with your data and advertising.
2:38 Speaker A: They want the customer to have the control and potentially much better web experience. Speaker A: It can also be seen as a competitive move against Google really or Android because Android has not yet brought that option out on an operating system level. Speaker A: They obviously have browsers similar as you had on the iOS before because this is how Android and Google is making money. Speaker A: That's why their devices are lot less expensive because they're making money on the data they can collect and sell to advertisers.
3:06 Speaker A: Over 95% of Google revenues are coming from online advertising that is using your data and selling it for brand's benefit. Speaker A: Let's take a closer look how much better the experience would be if you got rid of all the trackers and ads on those websites and only focus on content. Speaker A: There are obviously lots of those blockers available like Peace, Purify, Crystal Blocker, Iblocker and so on. Speaker A: But we just wanted to test the more popular ones. Speaker A: The three Purify, Peace and Crystal on the popular websites like Economist, TechCrunch and New York Times.
3:35 Speaker A: Let's take a look. Speaker A: So in the first example we have the Economist for Peace. Speaker A: It opened under two seconds closely followed by crystal and purify 50% quicker than the notebook version. Speaker A: The New York Times the difference becomes even bigger. Speaker A: There is roughly three times difference between Peace and the non blocked version and TechCrunch. Speaker A: It's a much closer hit between Peace, purifying, Crystal. Speaker A: Peace is a clear winner for us and it's also the number one in the US and UK app stores.
4:03 Speaker A: Followed by half slower Purifying Crystal and roughly two and a half times slower browser version without any blocking. Speaker A: So what does the future look like? Speaker A: Obviously it's not all bad. Speaker A: Like we have those ads and trackers because we help creators make better content by giving them our data that they can monetize. Speaker A: I believe in the ad free world. Speaker A: But we as consumers also need to change evolve because we work with our feet. Speaker A: So let's install AdBlock but also support the creators directly.
4:30 Speaker A: There are great programs out there like Google Contributor which removes ad on the partner websites and you invest in a monthly subscription or Patreon where you can support your creators directly. Speaker A: There's also branded content which brands fund and you see as an entertainment online. Speaker A: By the way, there's still some of us I'm sure who'd be happy to pay for the content with their data but we need to be transparent about it and leave that choice to the people.
4:55 Speaker A: So if you want to enjoy that ad free tracking free experience today with improved speed, reductions in data usage and overall better battery life then go ahead and install one of those content blockers today on your iOS device natively or download the browser on an Android phone. Speaker A: But keep in mind that in order for your favorite content creators to keep putting up those articles, imagery, videos, whatever else they're creating, don't forget to support them then in other means if you're not willing to give away your data.
5:24 Speaker A: Thank you very much for watching guys. Speaker A: I hope you enjoyed that video. Speaker A: If you did then give it a thumbs up. Speaker A: Leave your thoughts below in the comments and if you think it would be useful to one of your friends or colleagues feel free to share it and I hope to see you next time. Speaker A: Bye.