广告屏蔽剂的采用如何影响新闻消费？

是 否 +2 论坛币

k人 参与回答

经管之家送您一份

应届毕业生专属福利!

求职就业群

赵安豆老师微信：zhaoandou666

经管之家联合CDA

送您一个全额奖学金名额~ !

立即领取

感谢您参与论坛问题回答

经管之家送您两个论坛币！

+2 论坛币

摘要翻译：
广告拦截器允许用户在不查看广告的情况下浏览网站。依赖广告收入的在线新闻提供商往往认为用户采用广告屏蔽剂纯粹是对收入的威胁。然而，这种看法忽略了这样一种可能性，即避开用户可能不喜欢的广告可能会以积极的方式影响用户的在线新闻消费行为。通过对某新闻网站79856名注册用户的310万次匿名访问，我们发现采用广告屏蔽器对用户消费的文章数量和种类有强大的积极影响（文章数量增加21.5%-43.3%,内容类别增加13.4%-29.1%)。推动新闻消费的是新闻网站重复用户访问量的增加，而不是每次访问量的页面印象数。这些访问倾向于从直接导航到新闻网站开始，表明用户忠诚度。新闻消费的增长对于那些以前对网站经验较少的用户来说更加显著。我们讨论新闻出版商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。
---
英文标题：
《How Does the Adoption of Ad Blockers Affect News Consumption?》
---
作者：
Shunyao Yan, Klaus M. Miller and Bernd Skiera
---
最新提交年份：
2021
---
分类信息：

一级分类：Economics        经济学
二级分类：General Economics        一般经济学
分类描述：General methodological, applied, and empirical contributions to economics.
对经济学的一般方法、应用和经验贡献。
--
一级分类：Quantitative Finance        数量金融学
二级分类：Economics        经济学
分类描述：q-fin.EC is an alias for econ.GN. Economics, including micro and macro economics, international economics, theory of the firm, labor economics, and other economic topics outside finance
q-fin.ec是econ.gn的别名。经济学，包括微观和宏观经济学、国际经济学、企业理论、劳动经济学和其他金融以外的经济专题
--

---
英文摘要：
  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.
---
PDF链接：
https://arxiv.org/pdf/2005.06840

扫码加我 拉你入群

请注明：姓名-公司-职位

以便审核进群资格，未注明则拒绝

分享0 收藏0 回帖

关键词：Quantitative Contribution consumption Internation Possibility more 消费 避免 广告 收入