To avoid this unsurprising but deeply undesirable scenario, publishers need to have an effective means of addressing people using ad blockers in order to persuade them to cut it out.
On that note, Sourcepoint, a tech company founded last year to tackle the growing ad-blocking trend, has launched a new service that enables publishers to do just that. It delivers messages to ad-blockers and presents them with various options to gain access to content while compensating publishers appropriately.
The service, fittingly named “Dialogue,” allows publishers to test a variety of messages and options to determine the most effective approach, including asking ad-blockers to white-list their sites, soliciting an email address, or asking them to sign up for an email newsletter.
Publishers can choose to deliver different messages to users, based on where they were referred from (e.g. search or social), what kind of device they’re using, or their geographic location, among other factors. They can further refine the messages, based on their responses. If the worst happens, publishers can also use Dialogue to enforce the nuclear option — blocking ad-blockers from seeing their content if they don’t agree to one of the other choices.
At least one big publisher is already on board: Dennis Publishing is using Dialogue in the UK, where it is testing a number of messages to ad-blockers who visit its sites.
The launch of Dialogue comes a little over a year after Sourcepoint completed its first round of funding, to the tune of $10 million, in June 2015. Investors include Spark Capital, Foundry Group, Greycroft and Accel Partners Europe.