AdBlock Plus has created a new advertising platform that allows website owners to select certain ‘acceptable ads’ from the platform. This new platform is unique from the ‘whitelist’ of advertisers that AdBlock Plus created some time ago.
How does a company that’s built its entire following on blocking advertisements justify allowing some advertisements to slip through the cracks?
AdBlock Plus’s parent company, Eyeo, has teamed up with another company called ComboTag creating an advertising marketplace for companies running websites to choose from.
Website owners can snag a few ads that they believe users will not find bothersome (targeted ads), and AdBlock Plus will make sure that those ads are smaller and less intrusive than other ads. Yes, Google will sell ad space on the new platform but so will AppNexus.
AdBlock Plus has had a ‘whitelist’ of acceptable ads created by various companies (Google, Amazon, Microsoft) for the last five years or so. The new initiative allows smaller companies (with shallower pockets) to get on that list. The large companies on the original whitelist had to pay a fee in order to make it to the whitelist – smaller companies that sign up for the new initiative will also have to pay a fee, but presumably this fee will be smaller.
The AdBlock Plus program is called ‘Acceptable Ads’ and the company will take a 6% cut off of ad profits. 80% of the profits will go to publishers, and the remainder will be split up amongst various agencies working to share the ads.