Adblock Plus launches marketplace for ‘acceptable ads'

A popular platform for blocking ads on websites announced it is launching a service to allow some ads on the screens of users.

Eyeo GmbH, the owner of Adblock Plus, said the “Acceptable Ads Platform” is a marketplace where publishers can sign up and use to sell and place ad space on their websites. The company said ads on the platform will be allowed to pass through the program’s filters by default, provided they are not too intrusive or disruptive to users.

The Wall Street Journal initially reported Google and ad tech specialist AppNexus will also have a hand in helping sell ad space from the new platform, but Tuesday afternoon reported AppNexus was severing its ties to the venture and that Google was unaware of the arrangement. 

The Verge reported “publishers will get to keep 80 percent” of the ads from the marketplace. Eyeo said in a release that people without an ad blocker installed on their browser will see the regular ads that a publisher has on their site.

“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. The Acceptable Ads Platform lets publishers reach the former group without changing anything about how they’re reaching the latter,” said Till Faida, co-founder of Adblock Plus in the release.

Eyeo added that users will still be able to turn off Acceptable Ads on their Adblock Plus if they choose. Go here for a walkthrough on how to opt out of the Acceptable Ads.

This story is developing. Please check back for any updates.

(© 2016 KVUE)


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