Sourcepoint CEO Ben Barokas connected with Adweek at the 2016 Cannes Lions festival to discuss the future of digital advertising and publishing in the face of growing ad block adoption.
In the video interview, Barokas discussed the importance of compensation choice to his company’s mission. He also advocated for transparent transactions between content creators and content consumers as a way to allow for the continued production of premium content.
After a series of legal defeats in its quest to have ad blocking declared illegal, German media company Axel Springer was handed a partial victory against Eyeo, the parent company of Adblock Plus.
While ad blocking is still considered legal, the court banned Eyeo from charging Axel Springer a fee to appear on its “Acceptable Ads” whitelist. The whitelist, a controversial part of Eyeo’s business model, allows companies to have non-intrusive or “acceptable” ads served to Adblock Plus’ users. Large publishers, such as Google and Criteo, are charged as much as 30% of the additional revenue created for having those ads whitelisted.
Twenty-six percent of people in the U.S. will block ads this year, according to a new report from eMarketer. The report suggests that number will jump to 32% in 2017.
Ad blocking continues to be more common on desktops and laptops than on smartphones, according to the report.
In an interview with Beet.TV, Sourcepoint CEO Ben Barokas discusses mobile ad blocking, commenting that while the percentage of users currently blocking ads on mobile is small, around 2 to 3 percent, he expects it to proliferate in the future, with the introduction of native ad blocking across mobile and desktop browsers.
He also discussed the importance of consumer choice as an important element in addressing ad blocking.