Adblock Plus, the Internet’s leading ad-blocking browser add-on, has launched its own ad network that will show ads to the users that have intentionally opted to block ads using its service.
Ben Williams, Adblock Plus CEO, broke the news yesterday on the company’s blog when he announced the beta launch of the Adblock Plus Acceptable Ads Platform.
The Acceptable Ads Program was actually introduced in 2011 and allowed companies that adhered to strict rules and paid a hefty sum to have their ads automatically whitelisted inside the browser add-on.
That program was heavily criticized by advertising networks, which considered it unfair competition, and by website owners because it took a lot of effort to comply with and implement.
Technically, Adblock Plus is now an ad network
Yesterday, Williams announced a new version of the Acceptable Ads Program, which will be available as a marketplace for website operators.
Webmasters will be able to browse this ad market, and choose the ads they want to feature inside their websites. These ads will only show up for users employing Adblock Plus. Those accessing a website without the ad blocker installed will see the company’s regular ads.
Ironically, through the launch of this new marketplace, Adblock Plus is now a legitimate ad network, but for its own section of the Internet where it purged all competition.
Adblock Plus reviewers will approve all ads
The company said that all marketplace-approved ads will be small in size, use non-intrusive labeling, and will load only in certain areas of the page, deemed acceptable by the Adblock Plus reviewers.
The team also announced a drag-and-drop interface for placing the ads on the website, available for non-technical webmasters.
The beta marketplace opened yesterday for publishers and advertisers. The new Acceptable Ads Platform is currently under testing and will launch sometime this fall.
The old Acceptable Ads program will continue to live on, and website owners and ad networks can still buy their way inside Adblock Plus’ whitelist.
