Market Overview

Acceptable Ads Committee Announces New Ad Criteria


Mobile-specific Acceptable Ads criteria now in play

makers of Adblock
, the #1 most popular browser extension for blocking annoying
online advertisements with over 1 billion downloads, announced that the
independent Acceptable Ads Committee have released their mobile-specific Acceptable
Ads Criteria

Acceptable Ads Criteria are the standards that define which
non-disruptive online advertisement formats are good enough for users
with an adblocker. Having mobile-specific criteria now means eyeo can
improve the browsing experience of ad-blocking users on mobile devices.

The independent Acceptable Ads Committee is a politically-neutral body
of eleven stakeholders which includes publishers, digital rights
organizations, academia, and consumer advocates. This committee reached
consensus on the mobile-specific Acceptable Ads Criteria after nearly a
year of research, feedback and deliberation. Two thousand ad-blocking
users were surveyed to better understand the level of disruption caused
by the most common formats of mobile advertising. From these results,
the committee drafted criteria, which they shared with the ad-blocking
community to collect additional user feedback.

eyeo will now work closely with its partners to enforce the updates to
the Acceptable Ads Criteria.

"The Acceptable Ads Committee has done an outstanding job of identifying
the need for mobile-specific criteria, and commissioning a large study
to collect data among ad-blocking users," said Job Plas, director of
industry relations, eyeo. "The findings will be put into practice
in the next major update to the Acceptable Ads criteria, which will
benefit millions of mobile users worldwide."

About eyeo

is the developer of a suite of products that includes Flattr, Adblock
Browser and Adblock Plus, an open source project that aims to rid the
Internet of annoying and intrusive online advertising. Its free web
browser extensions (add-ons) put users in control by letting them block
or filter which ads they want to see. Users across the world have
downloaded Adblock Plus over a billion times, and it has remained the
most downloaded and the most used extension almost continuously since
November 2006. PC Magazine named the extension as one of the best free
Google Chrome extensions, and it received readers' choice
award for best privacy/security add-on.

Adblock Plus is a free browser add-on for Safari, Chrome, Firefox,
Internet Explorer, Maxthon and Opera for desktop users, and offers a
free browser for mobile users on iOS and Android.

eyeo's mission is to put users in control of a fair, profitable web.

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