Journal
WEB CONFERENCE 2018: PROCEEDINGS OF THE WORLD WIDE WEB CONFERENCE (WWW2018)
Volume -, Issue -, Pages 813-821Publisher
ASSOC COMPUTING MACHINERY
DOI: 10.1145/3178876.3186162
Keywords
Ad Blocking; Propensity Scoring; Matching; Natural Field Experiment; User Studies
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Web users are increasingly turning to ad blockers to avoid ads, which are often perceived as annoying or an invasion of privacy. While there has been significant research into the factors driving ad blocker adoption and the detrimental effect to ad publishers on the Web, the resulting effects of ad blocker usage on Web users' browsing experience is not well understood. To approach this problem, we conduct a retrospective natural field experiment using Firefox browser usage data, with the goal of estimating the effect of adblocking on user engagement with the Web. We focus on new users who installed an ad blocker after a baseline observation period, to avoid comparing different populations. Their subsequent browser activity is compared against that of a control group, whose members do not use ad blockers, over a corresponding observation period, controlling for prior baseline usage. In order to estimate causal effects, we employ propensity score matching on a number of other features recorded during the baseline period. In the group that installed an ad blocker, we find significant increases in both active time spent in the browser (+28% over control) and the number of pages viewed (+15% over control), while seeing no change in the number of searches. Additionally, by reapplying the same methodology to other popular Firefox browser extensions, we show that these effects are specific to ad blockers. We conclude that ad blocking has a positive impact on user engagement with the Web, suggesting that any costs of using ad blockers to users' browsing experience are largely drowned out by the utility that they offer.
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