An ex-Google executive launched his new company Sourcepoint yesterday. After years of hearing companies worry about ad-blockers destroying their revenue, Ben Barokas decided to try to resolve this inability to monetize the mobile world. He claims to have pinpointed the problem too: transparency. 

Most digital media get their revenue and pay their staff through renting ad space on their sites, but some users don’t want to be bothered by intrusive ads.

Sourcepoint is essentially an ad blocker circumvention software, that works as a buffer between the user and the digital media. 

The software provides publishing companies with a feature that detects when a user has ad-blocker on, and provides that user with an explanation for the use of ads, and then gives the user the option to either allow the ads, deny them, or pay to subscribe to the site.

Last week, Instagram and Pinterest even introduced a “purchase button” feature so you can buy things directly from companies. 

It’s easy to get caught up in an anonymous cloud that is the internet, but browsing really is a two-way street. Companies have to be sure that their ads integrate into the user’s stream, and users have to recognize that the content they are reading for free has to be paid for in some manner.

Read more about Sourcepoint and Ad blocker here.