One company that’s been involved in the beta test is Publir, which manages editorial and marketing content for a portfolio of publishers.
“The publishers we represent have growing ad-blocker audiences that are highly vocal,” said Josh Varanelli, Publir’s director of ad operations. “We needed a solution that monetized these visitors effectively without creating an attritional experience, and it works.”
As other publisher-side ad-block solutions have proposed, the key is to rethink the user relationship, not to overpower the technology behind ad blocking. Yavli, for instance, can recognize a site visitor with ad block downloaded to his or her browser, but accepts that as a legitimate user choice.
Ultimately, a poor online experience is the real enemy, not ad blocking itself.
Other emerging ad-block countermeasures take a more brute force approach, encrypting ads so they can’t be recognized by ad blockers. But companies like Adblock Plus, which produces the world’s most popular ad-blocking software, have all the leverage – meaning a legion of tech-savvy followers who attack sites that punish ad-block users.
Yeomans is hoping that publishers adopting solutions like his – and other newcomers to the market such as Sourcepoint – fall into a new category, where the rights of ad-block users are respected without sacrificing reliable ad revenue.