Adblock Plus reveals adtech network to sell its ‘Acceptable Ads’

Oh the Irony! AdBlock Plus Now Sells Ads on its Platform

The Wall Street Journal has reported that Adblock’s parent company Eyeo GmbH has developed “the Acceptable Ads Platform”, an “automated ad marketplace” allowing companies and publishers to purchase web ads that appear for Adblock users.

Publishers and bloggers can now monetise their content by selecting from Eyeo’s marketplace of pre-whitelisted ads.

Acceptable Ads is an idea that has been bounced around for a while now, but today it has been relaunched as a completely new platform – the Acceptable Ads Platform, funnily enough.

Adblock Plus will be fundamentally controlling every aspect of the process including the ads and users fabricating an extremely powerful monetization environment.

“There are two ecosystems of online consumers out there right now: the one composed of people who block intrusive ads and the other where people do not”. An intuitive drag-and-drop editor gives publishers the ability to place readymade ads directly onto their site in real-time, and be instantly viewable to millions of Adblock Plus users who have agreed to allow non-intrusive ads to support their favorite websites. The Acceptable Ads Platform lets publishers reach the former group without changing anything about how they’re reaching the latter. More than 25% of internet users browse with ad blocking software, according to the Interactive Advertising Bureau. We’ve been waiting years for the ad tech industry to do something consumer-friendly like this, so finally, we got exhausted of waiting and made a decision to just do it ourselves.

Adblock Plus will replace ads that it deems to be too big, ugly, or intrusive with ads that are smaller and less annoying.

When a visitor using Adblock Plus visits this page, they’ll be shown one of these acceptable ads instead of what the site would usually attempt to display. In that respect, ad blockers have never been much different than the ad networks they claim to despise. And now, it says, whitelisting an ad takes only seconds. It still, however, is better than showing no ads at all.

This isn’t Adblock Plus’s first foray into less blocking, more curating.

Adblock Plus makes money by charging large companies – including Google, Amazon, Criteo, and Taboola – a fee to get their ads whitelisted. Adblock Plus’ cut is 30 percent of that figure (or 6 percent of the total). The new product is actually an extension of the company’s whitelist program called Acceptable Ads, that has been up since 2011.