Acceptable Ads direct allowlisting: information for publishers

Any website that monetizes through advertising is most likely losing a large chunk of advertising revenue as a consequence of ad-blocking users. Acceptable Ads enables websites to monetize those users, and depending on the ad set-up, the solution may be direct allowlisting.  


To start the allowlisting process, apply via the Acceptable Ads website


The best-case scenario for direct allowlisting is for websites with direct demand. If you want to know more about the direct allowlisting process and assess whether that is the best option for your website, read on.


Any ads that comply with all criteria in the Acceptable Ads standard can be directly allowlisted for your website domain, as long as you are able to ensure their compliance. In practice, that means you either need to have oversight and control of your entire ad-serving funnel, or your ads must be served from a demand source that can be verified on the whole as compliant. 


The most common scenario in which a website cannot ensure compliance is with the use of programmatic advertising. This is because there are multiple entities involved in-between the publishing website and the demand source, and the publishing website cannot always determine where the ad comes from or in what form it will be.


Generally speaking, you will be able to allowlist your ads directly if they are non-animated and appropriately labeled. Ad types which commonly comply are text ads, text + image ads, and some image ads. Websites working with Google Adsense in particular can easily allowlist their ads directly, though may need to establish a separate setup within their account, to be served as a fallback to other ads, once the ad blocker is detected. If your website is receiving less than 10 million ad impressions per month, and you’re not working with Google Adsense, it will most likely be more effective to monetize ad-blocking users via an existing solution provider. 


After you’ve applied, a representative from the Acceptable Ads team will be assigned as your point-of-contact. They will support you in ensuring your website can detect ad-blocking users, and will coordinate the implementation of your website on the allowlist.


This article is intended as a guideline only, and none of the statements constitute approval for allowlisting. All applications must be considered and approved by Acceptable Ads on a case-by-case basis.

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