Ad blocking remains a big problem for digital publishers that create quality content and need to monetize it. Dennis Publishing's solution? Reason with ad blocking users. eMarketer's Sean Creamer spoke with Nick Flood, Dennis' deputy managing director of digital, about how the premium UK publisher finds a balance between the expectations of the publisher and the consumer.

We don't bombard our users with intrusive ad formats. I still believe the main reason people install an ad blocker is because they visit sites that bombard them with ads, and obviously, they don't want that. But once someone turns on an ad blocker, they get used to experiencing the world without ads or tracking technologies.

We take user experience very seriously. We think about the layout of our pages, we make sure we don't overpopulate them with ads and we try to make our websites fast—that's especially important on mobile. Speed to access content is also critical to consumption and monetization.