{
  "docId": "019dd923-5e88-73ef-bd5d-bd77826b2230",
  "docSlug": "9f887ebe7e9bc626",
  "documentTitle": "2017 Bond Cap Internet Trends 2017",
  "authorId": "BondCap",
  "authorName": "Mary Meeker",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "vc_research",
  "sourceTypeLabel": "VC research",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.333,
  "pageNumber": 19,
  "pageCount": 356,
  "prevPage": 18,
  "nextPage": 20,
  "slideType": "industry_trends",
  "function": "analyze_data",
  "density": "balanced",
  "nDataPoints": 22,
  "notes": "Data from PageFair 2015, 2017 reports.",
  "elementsJson": [
    "headline_text",
    "line_chart",
    "comparison_table",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-bd77826b2230/19",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-bd77826b2230",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-bd77826b2230.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-bd77826b2230#slide-19",
  "components": [
    {
      "bbox": {
        "h": 0.65,
        "w": 0.45,
        "x": 0.05,
        "y": 0.15
      },
      "kind": "chart",
      "text": "Adblocking Users on Web (Mobile + Desktop), Global, 4/09 – 12/16",
      "attrs": null,
      "subkind": "line",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "638a7654-080e-4601-853f-532cc4c1ebdd",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Adblocking Users",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-4e57-7588-8956-9679a3af0ee0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.7,
        "x": 0.03,
        "y": 0.92
      },
      "kind": "source-note",
      "text": "Source: PageFair 2015, 2017 reports. These two data sets have not been de-duplicated...",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1e037b57-a687-42e6-8ebf-7ec92db48569",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.65,
        "w": 0.4,
        "x": 0.55,
        "y": 0.15
      },
      "kind": "table",
      "text": "Adblocking Penetration (Mobile + Desktop), Selected Countries, 12/16",
      "attrs": null,
      "subkind": "data",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d22aad22-060c-4a2e-83f8-621f40fe0f3d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.94,
        "x": 0.03,
        "y": 0.03
      },
      "kind": "title",
      "text": "Ad Blocking = Growth Continues...Especially in Developing Markets... Users Increasingly Opt Out of Stuff They Don't Want",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "58378c5f-5a90-4bcb-8c8f-84dff3d78608",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Data Story Arc",
      "slug": "data-story-arc",
      "agent": "Storyteller",
      "layer": "loop",
      "matchId": "019de7e0-d169-763b-90cb-d79237f4b21e",
      "evidence": "Closes the measurability loop with risk/conflict.",
      "confidence": 65
    },
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019de7e0-d143-765b-b839-ca01968b3e0f",
      "evidence": "Title 'Ad Blocking = Growth Continues … Especially in Developing Markets'.",
      "confidence": 85
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 333,
      "from": 4,
      "beatId": "019de7e0-c523-7666-bff1-a849bfac7344",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Facts (What)",
      "beatSlug": null,
      "evidence": "Sections 1-9 (Global, Ads, Games, Media, Cloud, China, India, Healthcare, Companies) present trend data.",
      "position": 1,
      "confidence": 60,
      "parentBeatName": null,
      "parentBeatSlug": null
    },
    {
      "to": 19,
      "from": 5,
      "beatId": "019de7e0-c5b5-760d-8e71-19f9f0d05a38",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "What Is",
      "beatSlug": null,
      "evidence": "Current state of internet user growth and ad spend baselines.",
      "position": 1,
      "confidence": 50,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [
    {
      "to": 19,
      "from": 11,
      "name": "So What Cascade",
      "slug": "41-so-what-cascade",
      "bestFor": "Data presentations, executive summaries, driving to recommendations",
      "matchId": "019de7e0-c72e-712a-ac4d-d9f9f8056e31",
      "evidence": "Each chart (pp.13-19) chains to a deeper so-what; ad-blocking risk closes the cascade.",
      "position": 2,
      "objective": "Online advertising = increasingly measurable + actionable",
      "structure": "The Data -> So What? (Insight 1) -> So What? (Insight 2) -> So What? (The Action)",
      "confidence": 75,
      "description": "Chain insights together, each answering 'so what?' until you reach the actionable conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}