Nothing is more frustrating than reading an online story and then going back to it a little later and the site says you must pay to read the article. I have yet to pay for my news online and don’t know if I will in the future. We hear a lot of people talking about whether they will or won’t pay for content, but how do advertisers feel about paywalls? We know when a site throws up a paywall they lose readers, so does that also mean advertising dollars?

Depending on who you are talking to, some think this gives agencies more opportunity like Katelyn Watson, senior manager, Internet marketing at Shutterfly:

“Having a paywall opens up more opportunities for advertisers, for example, the ability to sponsor one-time access to the site on a cost-per-engagement basis. This makes for a much more robust and engaging brand experience than traditional banner advertising,” said Watson.

”You know people are paying for a subscription, and you may even have access to data that tells you more about them. The quality of the inventory behind the paywall and the price an advertiser is willing to pay is probably better because of that,” she said.