What ads are acceptable?

Ads that have been identified as acceptable are those that abide by criteria specially developed for and by ad-blocking users. They are respectful, nonintrusive and relevant. 

 

Nearly 200 million ad-blocking users have consented to seeing Acceptable Ads.

Without using Acceptable Ads

It’s clear that overwhelming amounts of poor-quality online advertising exist. This disrupts user experience and leads to millions of users installing ad blockers.

Users are frustrated, advertisers miss out on an important audience, and publishers fall short on advertising revenue. In this scenario, everyone loses.

With Acceptable Ads

Acceptable Ads offers a sustainable and fair middle ground between user choice and monetization. The Acceptable Ads standard is defined with users in mind.

 

This helps provide noninvasive ad formats that they are happy to see, allowing publishers to increase their advertising revenue. Everyone wins.

The Timeline

The path of our concept from then to now
2006
2006
Adblock Plus is written and released. It becomes the most popular Firefox extension in less than a year.
2011
2011

eyeo, the company behind Adblock Plus, is founded. Acceptable Ads is born.

2012
2012

The original criteria of  Acceptable Ads is developed by eyeo and the Adblock Plus community. By working together, both parties create a standard for better ads that benefits both users and advertisers.

2017
2017
The Acceptable Ads Committee is formed. eyeo hands over the Acceptable Ads criteria to the Committee.
2018
2018

The Acceptable Ads Committee releases the mobile criteria for Acceptable Ads based on a study by an independent research company.

2019
2019

The Acceptable Ads Committee turns its attention to video ads and more.