Eyeo, the developer of the most popular adblock software, Adblock Plus, today launched a beta version of its Acceptable Ads Platform that allows websites to add pre-whitelisted advertisements to their site.
The pre-whitelisted advertisements are 'Acceptable Ads' which are judged by criteria such as their placement, distinction, size and color usage. When advertisements adhere to the Acceptable Ads criteria, Eyeo has no issues showing them to its Adblock Plus users. However the company also takes a cut of the advertising revenue which means it's an additional revenue stream for Eyeo.
Currently the platform is in beta so website owners and advertisers can test the platform. Later this year the platform should be officially released. Eyeo started its Acceptable Ads platform in 2011 and currently about 700 companies supposedly voluntarily adhere to the criteria and about 70 reportedly pay for displaying their ads to Adblock Plus users.
The current open beta succeeds a closed beta, according to the Wall Street Journal. The online newspaper also reports that advertising prices increased a lot on the Acceptable Ads platform. That's because advertisers consider adblock users as tech savvy and are very interested to show ads to them.
Adblock Plus users can choose to disable Acceptable Ads by disabling 'Allow some non intrusive ads'.
