Sourcepoint, which is launching today, promises that it can restore ads removed by blocking software like Adblock Plus — or, alternately, insert new ads, or offers to buy subscriptions to the websites ad-blocked users are visiting.
“Ad blocking is a binary solution to a very nuanced problem,” said Barokas. “We need to work with publishers, work with users, and ultimately to work with advertisers to bring transparency back to the equation.”
Barokas won’t explain how his software is able to block ad-blocking software, but he’s not the only one offering a solution. Pagefair, for instance, says it can defeat ad blockers as well.