![]() ![]() When a user is considering installing AdBlock Plus or one of the other ad blockers that participate in the Acceptable Ads program, it isn’t obvious that ads from certain advertisers will not be blocked. The problems arise from how the Acceptable Ads program is actually implemented. Hundreds of advertisers also participate in the Acceptable Ads program, and those that receive more than 10 million additional ad impressions per month due to participation in the Acceptable Ads normally pay a licensing fee of 30% of the additional revenue created by whitelisting its Acceptable Ads. Several popular ad blockers participate in the Acceptable Ads program, including AdBlock Plus, perhaps the most popular ad blocker in the world. Based on recent estimates, ads from a select group of advertisers are appearing on the screens of up to 200 million ad blocker users worldwide thanks to a program called Acceptable Ads. While the practice of companies paying to bypass ad blockers has been quietly growing for several years, it recently hit a new milestone. A handful of ad blocker companies are earning big bucks for not blocking ads from hundreds of advertisers, including big names like LinkedIn, Reddit, Amazon, and even Google.
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