OkCupid Takes On Ad-Blockers

OkCupid has a reputation for being the hippest of the online dating sites, and after seeing the banners they recently put up for users using ad-blockers, I have to agree that it's a reputation well-deserved.

Ad-blockers are great for users...but they're not so great for ad-supported sites, like OkCupid, that rely on advertisements to stay in business. Now OkCupid is taking on the issue of ad-blockers in a creative, humorous way that I think has a real chance of swaying its users.

"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, & we remove all ads from the site forever." That's part of the text from OkCupid's new banner that appears to members with ad-blocking software installed. It's not a premium service offered for an extra fee - OkCupid has that already - instead, it's a direct and clever appeal to those using ad-blockers to support the site they love.

The reality is that no site wants to bombard its users with off-putting ads, but in order to remain free, ads are necessary to make ends meet. "Imagine running a restaurant where 40% of the people who came and ate didn't pay," explains Ars Technica. "Most sites... are paid on a per view basis. If you have an ad blocker running, and you load 10 pages on the site, you consume resources...but provide...no revenue."

Hardly seems fair when it's put that way, does it?

OkCupid's new solution to the problem works like this:

So normally there would be an ad in this spot. But you're using an ad-blocker like a boss; like a boss who hates ads. & that's cool, except that OkCupid is ad-supported, & we need money to run this beast. Here's a solution: You donate $5 to us once, & we remove all ads from the site forever. You don't have to see garbage ads; we make a little of the money back that we're losing from the blocker. Everyone wins.

A plea like this could come off as desperate in the wrong hands, but in OkCupid's hands it works brilliantly. It's not asking users to put up with ads anyway, or pay an exorbitant fee for a package of (mostly useless) extra features that includes ad removal. It also doesn't feel like OkCupid is selling out or trying to overhaul its entire business model. Instead, the banner's direct, funny, and intelligent tone fits in perfectly with the attitude of the rest of the site, giving users a little bit more of what they love about OkCupid in the first place.

To find out more about this dating service please read our review of OkCupid.