Forbes vs. the ad blockers

Lewis Dvorkin, Forbes’ chief product officer, was the perfect combatant to make the case against ad-blockers at SXSW, reports Garett Sloane of Digiday.

Sloane writes, “This year, the publication started blocking the blockers.

“‘All these agencies and marketers were coming up to us and saying, ‘You go, guys,” DVorkin said of the response to his website’s stance against ad-blockers.

“Forbes is preventing readers from accessing its content if they use ad-blocking software. Those who turn it off can get an ad-light experience, which eats up less data and implants fewer digital trackers.

“‘We’re trying not to go to war here,’ DVorkin said.

“Adblock Plus’ head of operations Ben Williams defended his company’s tactics, which some describe as extortionary because it blocks ads but then serves ‘acceptable ads’ for a cut of the revenue.”

Read more here.