Adblock Plus opens up about how 'acceptable ads' work

Publishers with more than 10m blocked ads have to pay 30% of the revenue from previously blocked ads to make it on to whitelist

Adblock Plus creator Eyeo has revealed crucial details behind the operation of the company's controversial "acceptable ads" programme, which allows some advertisements through its adblocking software, often in exchange for a cut of the revenue received from the ads.

In a blogpost, the company explained how it decides which publishers are asked to pay a fee to let their adverts through, and gave a partial explanation as to how that fee is calculated. Adblock Plus is the most popular desktop adblocking software, and its database is also used for many popular mobile adblocking apps (such as the iOS and Android app Crystal), which also integrate the acceptable ads program.