Ad blocking has become an increasingly fraught issue over the past couple of years, with people on both sides of the debate voicing their opinions over the impact ad blockers will have on the future of the Internet.

While ad blocking advocates argue that the growth in their use indicates consumer frustration with intrusive advertising, ad industry figures have argued that the resulting drop in ad revenues could see many websites resorting to pay walls or even closing altogether.

Ad-tech startup Yavli aims to solve both of these problems with a native advertising solution that serves non-intrusive sponsored content in a way that slips past ad blockers, enabling sites to maximise their ad revenue without disrupting consumers flow as they move through the web.

The company has apparently been working with almost 100 publisher sites over the past 18 months, enabling them to successfully monetise ad blocker audiences with sponsored content, and is now offering its solution to a wider audience.

“Advertising is not inherently evil,” said Martin Delaney, COO and co-founder of Yavli. “But it is annoying, according to the tens of millions of users that have installed ad blocking software. Content is the product at risk here, and content is also the answer.

“Ad blocking consumers love content, not ads. And the more engaging the content, the more impact it has for marketers. Were putting real dollars in the pockets of publishers by connecting sponsored content experiences with the ad blocking audiences.

“To do this right, we will be collecting user feedback on an ongoing basis to ensure our product is being developed the right way. Consumers will be very much involved in the process. Ultimately, were excited about the future and believe this problem is solvable. But to get there, all stakeholders will need to work together.”