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Adblock Plus now sells ads

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Adblock Plus is launching a new service that… uh, puts more ads on your screen. Rather than stripping all ads from the internet forever, Adblock Plus is hoping to replace the bad ads — anything it deems too big, too ugly, or too intrusive — with good ads, ones that are smaller, subtler, and theoretically much less annoying. It’ll begin doing that through an ad marketplace, which will allow blogs and other website operators to pick out so-called “acceptable” ads and place them on their pages. If a visitor using Adblock Plus comes to the page, they’ll be shown those “acceptable ads,” instead of whatever ads the site would normally run.

“It allows you to treat the two different ecosystems completely differently and monetize each one,” says Ben Williams, Adblock Plus’ operations and communications director. “And crucially, monetize the ad blockers on on their own terms.” The marketplace is a extension of the Acceptable Ads program that Adblock Plus has been running since 2011. Since then, the ad blocker has defaulted to “whitelisting” approved ads, so that they show up even when users have the blocker turned on. But the program has been fairly limited in scope, since publishers and ad networks need to specifically work with (and pay) Adblock Plus to have their ads deemed acceptable.

It’s a time-consuming process, Williams emphasized, which limits how many websites can sign up to display ads to would-be blockers.Adblock Plus hopes that, through this new marketplace, there’ll be a big expansion in the usage of Acceptable Ads. Because they’re already picked out and ready to go, any publisher will be able to sign up, plug some code into their website, and start running whitelisted ads. None of the ads are able to track visitors from site to site, and they’ll all be limited to certain dimensions and page locations, as defined by Adblock Plus’ guidelines. The program is meant to be friendly to publishers — it is, after all, letting them display some ads instead of none whatsoever.

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