Blockthrough
Blockthrough provides an ad-filtering technology platform that enables digital publishers to monetize audiences using ad-blockers by serving ads compliant with the Acceptable Ads Standard, primarily serving enterprise media, gaming, and general-interest publishers globally.
- Company typePrivate
- Founded2013
- HeadquartersToronto, Canada
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Blockthrough does
Blockthrough is a Toronto-based ad-filtering technology company that helps digital publishers monetize audiences using ad-blockers. Founded in 2013 and operating as a private company wholly owned by eyeo (parent of Adblock Plus) since the November 2022 acquisition, Blockthrough's core product is a real-time Acceptable Ads filtering engine that integrates as a single line of JavaScript on publisher sites. The technology scans incoming bid streams using creative hashing, computer vision, and algorithmic identification to ensure only ads compliant with the Acceptable Ads Standard reach users who have opted into lighter advertising experiences. The platform is supplemented by modular offerings including BT Demand (curated SSP demand), Blockthrough Engage (compliant ad refresh), Readership Link (single-click allowlisting), a Custom Report Builder, and a free Adblock Analytics Suite.
The business model is a revenue-share arrangement on programmatic advertising served to ad-filtering users, with no setup fees, upfront costs, or minimum commitments; the company monetizes 4.5B+ adblock pageviews monthly across 13,000+ publisher sites, with cumulative $175M+ recovered for publishing partners. Blockthrough goes to market primarily through enterprise field sales to large publisher networks and channel partnerships with monetization platforms (Freestar, PubGalaxy, Venatus, Publisher Collective, NitroPay) and SSPs (Google AdX, Amazon, TripleLift, Pubmatic, OpenX). Named enterprise customers include AccuWeather, Healthline Media, Future plc, 9GAG, and gaming-focused Venatus; customer segments emphasize digital publishers, gaming publishers (which experience 40-60% adblock rates in the US), and general-interest media brands. The company holds IAB EU TCF v2.0 certification (ID 815), Google Certified Publishing Partner status, and GDPR/CCPA/PIPEDA compliance, and is GDPR-compliant across North American and European markets.
Blockthrough firmographics
Firmographics- Name
- Blockthrough
- Legal name
- Blockthrough, Inc.
- Website
- https://blockthrough.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Blockthrough provides an ad-filtering technology platform that enables digital publishers to monetize audiences using ad-blockers by serving ads compliant with the Acceptable Ads Standard, primarily serving enterprise media, gaming, and general-interest publishers globally.
- Ownership category
- akta.pro rank
Blockthrough industry classification
Industry- Product category
- Ad Tech — Publisher Monetization / Ad Block Revenue Recovery
- NAICS
- Media Buying Agencies (54183)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Brand Safety, Fraud Detection & Ad Verification (BPAMALAN)
- akta.pro secondary industry
- Programmatic Display & Retargeting (DSP) (MPAAACAE)
Keywords
Where Blockthrough is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Blockthrough business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Revenue Share from Acceptable Ads: Blockthrough generates revenue by enabling publishers to monetize ad-filtering users through compliant advertising. Revenue is generated through programmatic advertising where publishers receive payment for impressions served to users who have opted into Acceptable Ads. The company takes a share of the revenue generated from these recovered impressions. Publishers using Blockthrough can restore their existing demand stack including direct, programmatic, Google AdSense, Google AdX, and Amazon without requiring Ads.txt updates.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Revenue-share model with no upfront costs |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Blockthrough product offering
Product offeringCore offering
Blockthrough provides an ad-filtering platform that detects users running ad-blockers who have opted into the Acceptable Ads Standard and serves them compliant, light, non-intrusive advertising on behalf of digital publishers. The technology acts as a filtering layer between publishers' ad servers and demand sources, recovering revenue that would otherwise be lost to ad-blockers (typically 10–40% of audience). It is delivered via a single-line JavaScript integration with no Ads.txt updates required, and is monetized through a revenue-share of the recovered ad impressions.
Product overview
Blockthrough offers a unified ad-filtering platform focused on ad-block revenue recovery. The core Blockthrough product serves as a filtering layer that detects ad-block users and serves Acceptable Ads-compliant advertising. This core platform is supplemented by several modules: BT Demand (for premium SSP-curated demand), Blockthrough Engage (for compliant ad refresh), Blockthrough Readership Link (for single-click allowlisting), Custom Report Builder (for analytics), and a free Adblock Analytics Suite. The entire ecosystem works together to help publishers monetize the 10-30% of their audience that uses ad-blockers while respecting user experience preferences.
Differentiator
Problem solved
Functional benefit
Brands
- BT Demand: A solution that connects publishers to monetization opportunities by curating Acceptable Ads compliant demand via direct partnerships with top-tier SSPs.
- Blockthrough Engage
- Blockthrough Exchange
- Blockthrough Refresh
- Blockthrough Readership Link
Products and services
- Blockthrough (Core Ad-Filtering Platform) Real-time ad-filtering solution that detects ad-block users who have opted into the Acceptable Ads Standard and serves them compliant, light, non-intrusive advertising; acts as a filtering layer between publishers' ad servers and demand sources via a single-line JavaScript integration with no Ads.txt updates required.
- BT Demand Demand-curation solution that connects publishers to premium Acceptable-Ads-compliant demand via direct seat partnerships with top-tier SSPs, offering client-side, server-side, and Open Bidding integration options.
- Blockthrough Readership Link User-messaging solution that enables single-click allowlisting of publisher sites for ad-blocking audiences, with full customization control (brand consistency, geolocation targeting, frequency capping) and dynamic allowlist duration.
- Blockthrough Engage Nonintrusive ad refresh feature that factors in ad viewability and user engagement signals and complies with Acceptable Ads guidelines (e.g., refreshing no more than one unit per page).
- Adblock Analytics Suite Free analytics suite that lets publishers measure ad-blocking rates across their sites, including tracking of users who have chosen to receive a lighter advertising experience via the Acceptable Ads Standard.
- Custom Report Builder Analytics tool inside Blockthrough that lets publishers slice-and-dice available data to create reports for secondary analysis and exports.
Quantifiable outcome
- 4.5B+ adblock pageviews monetized per month
- +5 more outcomes
Companies that use Blockthrough
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles2 records
Blockthrough technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability2 records
Feature7 records
Blockthrough partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core.
- eyeocoreBlockthrough was acquired by eyeo in 2022. eyeo is a technology pioneer in enhancing the value exchange between internet users, publishers, and advertisers, known for Adblock Plus. Together they offer publishers more user-centric monetization options. eyeo created the Acceptable Ads Standard, which Blockthrough's technology enforces.
- Google Certified Publishing PartnercoreBlockthrough maintains Google Certified Publishing Partner status, enabling deep integration with Google's advertising ecosystem including Google AdX and Google AdSense.
- IAB EU TCF v2.0coreBlockthrough is IAB EU TCF v2.0 certified vendor, participating in the Transparency & Consent Framework with ID 815 for compliance with GDPR and privacy standards.
- IAB Tech LabcoreBlockthrough is a member of IAB Tech Lab and participates in industry standards development for digital advertising.
- Google AdXcoreBlockthrough integrates with Google AdX to serve Acceptable Ads compliant demand to publishers through Google's exchange.
- Amazon Publisher ServicescoreBlockthrough integrates with Amazon Publisher Services to enable publishers to access Amazon demand for Acceptable Ads inventory.
- PubGalaxy by AzerioncorePubGalaxy is a monetization platform that manages monetization strategies for numerous publishers globally. Partnership since 2018. Blockthrough has monetized over 600M Acceptable Ads pageviews for PubGalaxy publishers including Dealmoon, GSMArena, Wccftech, Photopea, and Programiz.
- VenatuscoreVenatus is a global AdTech platform connecting advertisers with gaming publishers. Partnership generated 10B+ pageviews in reclaimed inventory over three years. Notable publisher clients include Op.gg, Futbin, Aternos, Planet Minecraft, and HLTV.
- FreestarcoreFreestar is one of the largest publisher monetization platforms in the US, ranking 21st on Comscore Top-50 Multi-Platform Property. Blockthrough helped monetize 1.4B adblock pageviews in 2020 with 1483% revenue lift.
- Publisher CollectivecorePublisher Collective is a vertical ad network focused on gaming sites. Partnership since 2020 has recovered over $1.2M in revenue. Services brands like Amazon Games, Blizzard, Sega, Capcom, and Hasbro.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Blockthrough competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Blockthrough social profiles
Digital presenceBlockthrough compliance and trust
Trust signalCompliance7 records
Blockthrough financial estimates
Financial estimateRevenue estimate
Valuation estimate
Blockthrough leadership team
Management profileNumber of profiles
Profiles3 records
Blockthrough funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Blockthrough M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Blockthrough
What does Blockthrough do?
Blockthrough provides an ad-filtering platform that detects users running ad-blockers who have opted into the Acceptable Ads Standard and serves them compliant, light, non-intrusive advertising on behalf of digital publishers. The technology acts as a filtering layer between publishers' ad servers and demand sources, recovering revenue that would otherwise be lost to ad-blockers (typically 10–40% of audience). It is delivered via a single-line JavaScript integration with no Ads.txt updates required, and is monetized through a revenue-share of the recovered ad impressions.
Is Blockthrough a public or private company?
Blockthrough is a private company. It is classified as corporate owned and is currently operating.
When was Blockthrough founded?
Blockthrough was founded in 2013. It employs 11 to 50 people.
Where is Blockthrough based?
Blockthrough is headquartered in Toronto, Canada, in the North America region.
How does Blockthrough make money?
One revenue line is on record: revenue Share from Acceptable Ads.
Does Blockthrough have an API?
No public API is recorded for Blockthrough.
What industry is Blockthrough in?
Blockthrough's product category is Ad Tech — Publisher Monetization / Ad Block Revenue Recovery. Its primary akta.pro industry code is BPAMALAN, Brand Safety, Fraud Detection & Ad Verification, with a secondary code of MPAAACAE, Programmatic Display & Retargeting (DSP). Its NAICS code is 54183 and its SIC code is 7310.