The online advertising industry found a genuine crusader in Ben Berokas, a technology entrepreneur who made a fortune in 2011 when he sold his first advertising venture to Google for $400 million.
Berokas has started a new company, Sourcepoint, to battle the ad-blocking enterprise that spells doom for online publishers and their business models, according to the Financial Times.
Sourcepoint estimated that one out of the five online ads is blocked in the U.S. It said in the U.K. the ratio is even higher.
Berokas told the Financial Times that publishers recognize the fact that they are facing a crisis that may doom them to extinction if they do not do something fast.
Sourcepoint has developed a range of technologies that allow publishers to fight off ad-blocking software.
"One such tool allows publishers to prevent the editorial content from loading unless some adverts would load up first," according to BGR.
Sourcepoint would also help websites give visitors control over the kinds of advertising they see. To get rid of online advertisements, Sourcepoint would introduce a pay option or internet users would be given a certain number of ads in order to view content for free.
