Adblock Plus Launches Ad Platform

Sep 15, 2016

Adblock Plus, a popular browser extension for blocking online advertisements, running on more than 100 million active devices, launched the beta version of an adtech platform for publishers. Adblock Plus teamed with publisher platform-provider ComboTag to build what will be known as the Acceptable Ads Platform, an interactive platform that lets publishers and bloggers choose from a marketplace of pre-whitelisted ads that they can drag and drop onto their sites.

The Acceptable Ads Platform contains ad placements that abide by Acceptable Ads criteria for size and labeling; and it allows ads to be positioned only in spots deemed appropriate by the Acceptable Ads rules for ad placement. A drag-and-drop editor gives publishers the ability to place ads directly onto their site in realtime, and be instantly viewable to millions of Adblock Plus users who have agreed to allow non-intrusive ads to support their favorite websites.

Publishers need to integrate only a single tag into their page, and they can immediately start using the new ad-tech platform. By whitelisting the infrastructure instead of individual ads, Acceptable Ads can be served by several demand sources; these DSPs and demand partners can then plug in and acquire impressions from participating publishers.

In this way, the Acceptable Ads Platform functions as both SSP and an ad exchange. The beta is now open for publishers and advertisers who would like to test it, and it will fully launch in the fall. Adblock Plus will still block all non-compliant ads, and users can still turn off the Acceptable Ads feature completely if they choose. Adblock Plus will get to keep 30% of revenue generated by the ad placements.