论文标题
广告阻滞剂的采用如何影响新闻消费？
How Does the Adoption of Ad Blockers Affect News Consumption?
论文作者
论文摘要
广告阻滞剂允许用户浏览网站而无需查看广告。依靠广告收入的在线新闻提供商倾向于将用户纯粹是对收入的威胁而采用的广告阻滞剂。然而，这种看法忽略了避免用户可能不喜欢的广告的可能性，可能会以积极的方式影响用户在线新闻消费行为。我们在新闻网站上使用了79,856个注册用户的310万个匿名访问，我们发现采用广告阻滞剂对用户消费的文章数量和种类量有强大的积极影响（21.5％-43.3％的文章和13.4％ - 29.1％的内容类别多）。新闻网站的重复访问的重复访问增加，而不是每次访问的页面印象数量增加，这推动了新闻消费。这些访问往往始于直接导航到新闻网站，表明用户忠诚度。对于那些在网站上经验不足的用户来说，新闻消费的增加更为大。我们讨论了新闻发布者如何从这些发现中受益，包括探索考虑用户希望避免广告的收入模型。
Ad blockers allow users to browse websites without viewing ads. Online news providers that rely on advertising revenue tend to perceive users adoption of ad blockers purely as a threat to revenue. Yet, this perception ignores the possibility that avoiding ads, which users presumably dislike, may affect users online news consumption behavior in positive ways. Using 3.1 million anonymized visits from 79,856 registered users on a news website, we find that adopting an ad blocker has a robust positive effect on the quantity and variety of articles users consume (21.5% - 43.3% more articles and 13.4% - 29.1% more content categories). An increase in repeat user visits of the news website, rather than the number of page impressions per visit, drives the news consumption. These visits tend to start with direct navigation to the news website, indicating user loyalty. The increase in news consumption is more substantial for users who have less prior experience with the website. We discuss how news publishers could benefit from these findings, including exploring revenue models that consider users desire to avoid ads.
