For Some Publishers, Email is a Way to Wring Value Out of Ad Blocking Readers

Online publishers are finding a new way to extract value from freeloading readers: getting their email address.

In a test, Condé Nast’s Epicurious is asking users of ad blockers to register to keep reading the site. Forbes asks ad blockers to log in using Facebook or Google after they try to access the site multiple times. The Wall Street Journal has long let non-subscribers access limited content via their Facebook login.

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