The Guardian Thinks Customized Ads Can Stem Ad Blocking

As ad blocking in the U.K. continues to gain traction, The Guardian is eyeing how to create more customized ad experiences that are good enough to combat it.

The details are still being hammered out, but the aim is to provide an alternative to the approaches taken so far by various publishers, which give people two options: pay up or put up with the ads in their current form. The Guardian is trying a third way that “puts the user in control,” according to the publisher’s global revenue director Tim Gentry.