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Adblock Plus reveals adtech network to sell its 'Acceptable Ads'


By John McCarthy, Opinion Editor

September 13, 2016 | 2 min read

Eyeo, owner of the world’s leading adblocking solution Adblock Plus, has delved further into adtech unveiling a network designed to help it sell its 'Acceptable Ads' whitelist.

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Having made its name, steamrolling ads - a primary revenue source of many publishers and content creators - the company is rolling out its own supply-side platform (SSP) with the help of ad tech startup ComboTag.

Advertisers that adhere to the company’s quality requirements and submit ads to the Acceptable Ads whitelist (which takes a 30 per cent slice from only the largest advertisers) in a process that has been speed up, from weeks to seconds, by the network.

Till Faida, co-founder of Adblock Plus, said the network “helps publishers show an alternative, nonintrusive ad experience to users”.

Publishers and bloggers can now monetise their content by selecting from Eyeo’s marketplace of pre-whitelisted ads. Having largely disconnected web users from the existing ad ecosystem the move opens up Eyeo’s ability to monetise its whitelist on a larger scale.

Despite the fact his company serves ads in reclaimed media space, Faida was largely unapologetic about the situation, claiming that “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”.

He argued that that the network only serves the ads to Ad Block Plus users – dubbing it a “consumer-friendly” move that can only improve the ad ecosystem.

Adblock Plus is a company unafraid to step on toes of the media giants and booming states, with its disruptive ad blocking being slammed by both Facebook and China in recent months.

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