Podcast: Sourcepoint CEO Ben Barokas Looks Beyond Ad Blocking To Paywalls

Welcome to episode No. 12 of AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here.

Sourcepoint, run by former Google and AdMeld exec Ben Barokas, once solely focused on helping publishers solve for ad blocking. Today it’s pushing into subscription enablement for those media companies – and even bundling subscriptions across publishers.

“Ad blocking was a great way for us to provide immediate value to the publisher,” he says in the latest episode of AdExchanger Talks. “Publishers and content creators know that they need to diversify their revenue streams away from just being dependent on advertising. Not only will that increasingly have a subscription component, but also a commerce component.”

Sourcepoint aims to bring an aggregation model to content pay walls, allowing consumers to bundle content in formats ranging from traditional text-based news to videos and podcasts. It all boils down to data and “scenario management,” Barokas said.

“Where are the users coming from? Are they coming from social? Are they coming from search? Are they users that are one and done? Or are they loyal customers coming back three or four times a week? Different people are in need of different experiences, and they’re going to have different experiences. That’s the power of the platform,” he says.

Also in this episode, Barokas discusses Sourcepoint’s latest $16 million round, the latest developments in ad blocking and Google’s role in the publisher ecosystem.

This episode is sponsored by Acxiom.

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