Ex-Google employee on a mission to break all ad blockers

A former Google employee is at the helm of a new startup that promises to smash all ad blockers. Ben Barokas joined Google in 2011 when he sold his online advertising firm Admeld to Google for $400 million but left to create Sourcepoint, a startup working on technology to circumvent ad blockers.

Besides offering anti ad block technology, Sourcepoint will also offer focus on other technologies aimed at increasing revenue for web publishers, such as providing methods for publishers to streamline their "transactions" with readers:

But Sourcepoint doesn’t want to simply block the countermeasures set in place by ad-blocking programs, and free those ads for publishers. Instead, Barokas wants to give publishers a way of streamlining their “transactions” with readers.

Publishers will be able to sell their free content to readers either by convincing them to allow ads when viewing their content, or by paying for specific content. Sourcepoint will deliver the message and create a way for the transaction to take place seamlessly.

Sourcepoint customers will be able to present readers using an ad blocker with a message that offers options. The publisher could tell users that ads pay for content, and encourage them to either enable ads, subscribe to a site to enjoy the content for free, or view a certain number of ads to unblock stories. The publisher can also choose to circumvent the ad-blocking program and still present the ad.

Full details at BGR.