Eyeo GmbH, developer of popular ad-blocking extension Adblock Plus (ABP), launches the beta version of its Acceptable Ads platform that provides bloggers and publishers with a marketplace of pre-whitelisted ads, which can be placed on their websites.

The German software developer partnered with platform-provider ComboTag to produce the drag and drop platform that will feature the ready-made ads, which will appear instantly for adblock users who left the acceptable ads option on. Publishers and site owners who are interested in testing the beta version only need to insert a single tag into their pages. Eyeo GmbH is looking to launch the official version during this fall.

"By whitelisting the infrastructure instead of individual ads, Acceptable Ads can be now served by several demand sources; these DSPs and demand partners can then plug in and acquire impressions from participating publishers," says Eyeo GmbH, and notes that the new platform functions as an ad exchange and SSP at the same time.

"The Acceptable Ads Platform helps publishers who want to show an alternative, nonintrusive ad experience to users with ad blockers by providing them with a tool that lets them implement Acceptable Ads themselves," adds Adblock Plus co-founder Till Faida.

Faida went on to say that the new platform allows ads that meet ABP's acceptable ads requirements to reach people who want to block intrusive ads. He says that the new platform is consumer-friendly.

Ads that don't meet the acceptable ads guidelines will still be blocked. Placement, distinction, size and overall quality of content are listed as the criteria for which ads get branded as "acceptable." Ads deemed acceptable can get whitelisted on Adblock Plus.

Eyeo GmbH claims that 90 million of its 100 million users opted to leave the acceptable ads option turned on. It should be noted, however, that the option is turned on by default after the extension gets installed.

The acceptable ads program, along with its guidelines, got released back in 2011. The introduction was met with a lot of criticism that users aired via social media sites such as Reddit.

Those who do not have Adblock Plus installed will be met with regular ads. Of course, being fully ad-free requires ABP users to turn off the acceptable ads option. Detailed below are steps on how to turn off the acceptable ads option for each browser on which the extension is available.

Chrome, Maxthon, Opera, Safari - Click the Adblock Plus icon and select Options. Uncheck Allow some nonintrusive advertising.

Firefox - Click the Adblock Plus icon and select Filter preferences. Uncheck Allow some nonintrusive advertising.

Internet Explorer - Click the Adblock Plus icon and select Settings. Uncheck Allow some nonintrusive advertising.

Adblock Browser for Android - Open Settings, tap Ad blocking > Configure Acceptable Ads and uncheck Allow some nonintrusive advertising.

Adblock Browser for iOS - Open Settings, tap Adblock Plus > Acceptable Ads and uncheck Allow some nonintrusive ads.

Adblock Plus for iOS - Open Adblock Plus for iOS from the Home screen, tap the Settings icon > Acceptable Ads and uncheck Allow some nonintrusive ads.

The instructions were provided by Eyeo GmbH. Below is a video showing how the acceptable ads platform works.

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