Blockthrough Cements its Dominance in Adblock Monetization with Second Acquisition in Just Over a Year

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Latest Acquisition of Competitor Uponit’s Acceptable Ads Verification Technology and Related Adblock Monetization Line of Business to Strengthen Blockthrough’s Market-Leading Offering

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The deal is Blockthrough’s second acquisition of an adblock monetization competitor in the last 14 months - Blockthrough acquired the category pioneer PageFair in Q4 2018.

Blockthrough, the market leader in adblock revenue recovery, today announced its acquisition of competing business Uponit, in a move that consolidates its market position, bolsters its first-in-class product and extends its reach into EMEA.

The deal is Blockthrough’s second acquisition of an adblock monetization competitor in the last 14 months - Blockthrough acquired the category pioneer PageFair in Q4 2018. Together with the recent addition of Prebid.js co-creator Matt Kendall as Blockthrough’s new Head of Engineering, the deal strengthens the company’s position as the de facto leader in the adblock monetization category.

Financial terms of the transaction are not being disclosed.

“As soon as we became aware of the efficacy and performance of Uponit’s Acceptable Ads verification technology, it became clear that we could make 1+1=3 together. The adblock monetization space is a complex, difficult niche with few capable players, and we’re confident that our acquisition of Uponit’s technology and customer base will elevate us from an early market leader to an unstoppable force. The move not only solidifies our position as the category leader but will also drive a significant revenue lift for our customers, further accelerating our growth,” said Marty Kratky-Katz, Co-Founder & CEO at Blockthrough.

“The marriage of Blockthrough with the Uponit technology and business made perfect sense; combining our unique technology with Blockthrough’s impressive commercial execution and strong presence in North America was a natural fit. We look forward to seeing the benefits of this acquisition delight publishers and users worldwide,” said Gal Glikman, co-founder and CEO of Aderz Media, the company behind Uponit.

Founded in 2015 by a team of five technologists from an elite Israeli cyber-defense unit, Aderz initially developed adblock circumvention technology, which it shuttered in 2018, before launching a distinct adblock monetization solution based on Acceptable Ads verification later that year under the Uponit brand.

As with the PageFair acquisition, the deal is expected to accelerate Blockthrough’s explosive growth. In the 14 months since that deal, Blockthrough has grown its annual revenue by over 250%, and its product became the most widely adopted adblock monetization solution among the US ComScore-150.

About Blockthrough

Founded in 2015, Toronto-based Blockthrough is the market leader in adblock revenue recovery. Blockthrough helps publishers recover revenue lost to adblocking by delivering respectful, unintrusive ad experiences that leverage the publisher's existing programmatic and direct demand. With a transparent, reliable platform that boasts >99.9% uptime and robust analytics, Blockthrough offers the most effective adblock revenue recovery solution in the market. For more information, visit Blockthrough on LinkedIn or at

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Ryan McGrath
Wise Public Relations
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