Not Used
How Dennis Publishing convinced 71% of ad block users to compensate them for reading content
September 23, 2019
Prevailing solutions to address ad blocking have traditionally been limited to the provision of a single choice. Users of a website could be either asked to deactivate the ad blocker, or to pay for reading the content, or register to a website or even view ads delivered without consent.
At Sourcepoint, we always believed that such a black and white approach – with a singular choice – did not allow for the limitless variety of user interests, needs, or preferences. This prompted us to ask the question, What would happen if multiple options existed for users to compensate content providers?
To answer this question, we launched a 6-month project with one of the UK’s leading premium publishers, Dennis. The project covered four of Dennis’ digital properties, one of which was The Week (theweek.co.uk), a current affairs brand with around 5m users each month.
The Week’s online audience included in the test was split into four user groups, each representing a 10% slice of desktop and mobile traffic. Ad block users in each group were shown a specific message and call to action before letting them access the website’s content.
The goal was to evaluate engagement with a variety of messages and preferred compensation choices among ad block users. Dennis leveraged the Sourcepoint Dialogue™ platform to facilitate such segmentation and ensure that the groups did not include users that were previously exposed to ad block messages and were not part of any other test The Week ran at that time.
Read the full case study.
Latest Blog Posts
Nebraska Becomes 16th State to Enact Comprehensive Privacy Law
April 22, 2024The Nebraska Data Privacy Act will take effect January...
Bicameral, bipartisan discussion draft of federal privacy bill announced
April 15, 2024If passed, the American Privacy Rights Act, a comprehensive...
CPPA issues an enforcement advisory on data minimization
April 9, 2024Their first "enforcement advisory", reminds companies of their data...
Latest White Papers
Benchmark Report: US Privacy Compliance
August 19, 2022The current state of publisher compliance with CCPA, and...
Ebook: A Publisher’s Guide to Vendor List Curation
December 16, 2021How to review your vendor list to mitigate compliance...
Keep in touch
Sign up for our newsletter to keep up with privacy news for adtech and martech,
plus occasional company news.