ENTREPRENEUR - July 30 - OkCupid uncovered a puzzling problem. The site's internal ad-impression numbers weren't jibing with those of an advertiser, which were lower. Users were using ad blockers, free web-browser extensions that prevent ads from appearing. In August 2012 OkCupid published a special notice that was inserted behind every ad position on the site. When users of ad blockers visited the site, instead of seeing white space where ads would typically appear, they saw an OkCupid banner that read, "So normally there would be an ad in this spot. But you're using an ad blocker like a boss … Here's a solution: You donate $5 to us once, and we remove all ads from the site forever." Yagan would not disclose specific financial results from the program but claims that the banner spurred a significant share of donations. People were willing to support the site directly with cash.
by Jeff Kauflin
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