Ex-Googler’s new company will block Ad Blockers

Launched last week after a year of research and development, Sourcepoint is tackling the rising use of ad blocking software. The company – founded by ex-Google and former Admeld CEO Ben Barokas – provides publishers a way to detect and deal with site visitors using ad blocking software.

Sourcepoint is already working with around two dozen magazine and newspaper websites. Rather than simply block content from being shown to visitors using ad blocking software or circumvent the ad blocking program and show the ad, Sourcepoint also allows publishers to communicate with these visitors.

As well as educating readers in explaining that ads enable their content to be provided free of charge, publishers might encourage them to enable ads, or subscribe (for content with no or fewer ads).

New York’s Times Square. Better with – or without – ads?

Why should you care?

Ad blocking has become an industry concern of late. US publishers estimate that 15%–20% of ad impressions are blocked by ad blocking software, and Google reports losing around $US6.6 billion in ad revenue last year to ad blocking.

In order for publishers to continue to provide free, advertising-supported content, a long term solution is needed.

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About the Author Jeremy Templer & Mark Sceats

Jeremy and Mark are two of the partners behind SureFire Search. Despite their deceptively youthful appearances, both have worked in search marketing for many years. To put that in context, Google didn't even exist when Jeremy started.