Adblock Plus Introduces New Strategic Initiative

Germany-based and so-called online advertising enemy AdBlock Plus plans to add to its current business strategy. Traditionally, the browser extension has served as a filter for users, empowering them to have more control over the advertising displayed on their screens. With AdBlock’s new Acceptable Ads Platform, bloggers and publishers can choose from an array of ready-made, nonintrusive ads to be viewable by AdBlock Plus users.

Prior to this platform, AdBlock users had the capability to turn off all ads or simply view only acceptable ones. Factors such as placement, distinction and size determine the acceptability of an ad. The introduction of the Acceptable Ads Platform still allows AdBlock users to continue to choose whether or not they would like to view such acceptable ads. The platform simultaneously serves as a white-listing supplier to publishers and bloggers.

Co-founder of Adblock Plus, Till Faida, commented on the platform’s value-add in a recent release:

"The Acceptable Ads Platform helps publishers who want to show an alternative, nonintrusive ad experience to users with ad blockers by providing them with a tool that lets them implement Acceptable Ads themselves."

The browser currently runs on more than 100 million active devices and less than 10 percent of AdBlock users opt not to view any ads. The complete Acceptable Ads Platform will launch later this fall.