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).
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.
Other search marketing news this week:
- Google v NZ Customs: Bing is the winner
AdWords policies restrict advertisers from promoting tobacco and other dangerous goods. Interpreted too literally, they also stymie communication with smokers.
- Is Google stealing content from websites? “Quote, unquote”
Google continues its move towards becoming an answer engine and precludes the need for searchers to visit the content originating sites.
- Bing plays follow the leader
Bing to follow Google’s lead & encrypt all search traffic by default. Ostensibly to protect the privacy of customer data. Really?
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