Adblock Plus to Whitelist Some Ads

NicoleMotta on Tuesday February 9, 2016 at 12:37:53 PM

Adblock Plus to Whitelist Some Ads

According to new reports, Adblock Plus developer Eyeo is in talks to find a level of "acceptable" ads.

The German company is negotiating with advertisers, hoping to find an "acceptable" level of advertising on the internet that suits both users and advertisers. Eyeo announced its plan to set up an independent committee to manage the "acceptable ads program" back in September 2015 and hosted its first summit with the committee in November. "We started as an open source project so, from day one, the Acceptable Ads program has been managed in an open and public forum. Users determined the original criteria and can object in our forum to whitelisting proposals, but since we were the only ad blocker to offer such a compromise we have taken on a large role in the day-to-day maintenance of the criteria," said Till Faida, co-founder of Adblock Plus in a statement on the program last year. "We have been looking for a way to make the Acceptable Ads program completely independent while also updating the criteria to evolve with changing forms of online advertising. An independent board solves both issues." The committee met again earlier this week in London. Eyeo spokesman Ben Williams said that "the biggest European names in publishing, ad-tech, advertising, digital non-profits and content creation" were at the event.

While Eyeo is in talks with advertisers, not everyone is pleased with Adblock Plus's business model. German publisher Axel Springer is suing Eyeo, accusing the company of racketeering. "We believe Eyeo's business model is against the law," said a spokesman for Springer in a statement on the suit. "Clearly, Eyeo's primary aim is to get its hands on a share of the advertising revenues." In September, a German court ruled that Eyeo's Acceptable Ads program was legal but Springer is continuing its fight against Eyeo and other ad blockers.

Photo: © iStock.


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