The people
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Working at Blockthrough
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About
Blockthrough was founded in Toronto in 2016 by Marty Kratky-Katz, working on the part of the ad-blocking fight most publishers had given up on: the reader who blocks ads is still a reader, and the standoff — block the blocker, or lose the revenue — served nobody. Blockthrough's approach was to serve those readers ads that pass Acceptable Ads criteria, recovering a large share of the lost revenue without a confrontation. The company bought PageFair, one of the other main players in the category, in 2019, and the Acceptable Ads Exchange in 2023. In November 2022 eyeo — the German company behind Adblock Plus and the Acceptable Ads standard itself — acquired Blockthrough. Kratky-Katz appeared on TechTO's Founders & Funding series in December 2021 alongside Roy Pereira, an investor and board member.
Backers
Stout Street Capital lists Blockthrough in its portfolio; the full investor list and round structure are not confirmed here. eyeo acquired the company in November 2022.
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Quick answers
What does Blockthrough do?
It recovers advertising revenue that publishers lose to ad blockers, by serving ad-blocking readers advertising that meets Acceptable Ads standards rather than blocking them.
Who founded Blockthrough?
Marty Kratky-Katz founded it in Toronto in 2016 and led it as CEO through the PageFair acquisition and the eyeo deal.
Who owns Blockthrough?
eyeo, the German company behind Adblock Plus, acquired it in November 2022. Blockthrough had itself acquired PageFair in 2019 and the Acceptable Ads Exchange in 2023.