In December, Forbes began testing a new way to get ad-blocking users to turn the blocker off: Users with ad-blockers enabled were shown a message asking them to turn the blocker off in exchange for an “ad-light experience” for the next 30 days. Forbes’ chief product officer Lewis DVorkin says from Dec. 17 to Jan. 3, 2.1 million users were shown that message, and 42.4 percent of those users then turned their ad-blocker off, allowing Forbes to monetize 15 million ad impressions that would have otherwise been lost.