this is an alternative depiction of the lifecycle of a media impression; it is more accurate because ad blocking should subtract only from the human subset of the population. fraud bots dont use ad blocking - because they want the ad to load.

1. September 2016 / Page 0marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
ALT: “lifecycle of a media impression”
Total Human Users – 115 million
Visitors (U.S. Only) U.S. Internet – 285 million Source: eMarketer 2016 estimate
Source: Distil Networks 2015
Adblock Users
– 45 million
Source: PageFair / Adobe 2015
“subtracting adblocking humans, your open exchange programmatic ads
are being served to a population that is disproportionally non-human.”
Non-Human Traffic (NHT) – 60% HUMAN VISITORS – 40%
ads served
“fraud sites” “sites w/ questionable practices” “good guys”
Websites
3%
Invalid traffic (IVT) caught by industry lists
39%
Ad blocking humans
71% 29%
Source: 59% bots Distil Networks May 2015
Source: 56% bots Incapsula Dec 2014
Source: 56% bots Solve Media Jan 2015