More than 90 percent of companies on Eyeo's whitelist don't have to pay to participate, Faida said. You can set Adblock Plus to block all ads. It's a matter of striking the right balance between what users like and what websites need, Faida said.īy default, Adblock Plus blocks ads for all sites that aren't on Eyeo's whitelist, though some of Eyeo's nearly 170 employees are hired to keep publishers from sneaking past the system. To meet the requirements, ads can't be too large, flashy or intrusive. How does Eyeo's Acceptable Ads program work?Įyeo launched the Acceptable Ads program in 2011 to codify its standards for ad usage that Adblock Plus wouldn't block on websites that agree to cooperate and get on Eyeo's whitelist. Here's a closer look at the Adblock Plus landscape.Įyeo CEO Till Faida leads the Adblock Plus software project.ġ. Even as it blocks some ads, it also offers an ad exchange of its own to help supply publishers with ads. But it's hard to block ads everywhere without driving websites to paywalls, and Eyeo's situation is complicated. No wonder, then, that Eyeo's ad-blocking software is on 100 million PCs and smartphones and that AdBlock Plus is the top Firefox extension by far. Now people often block them because they can invade your privacy, slow down websites, flatten your phone's battery, eat through your data plan and deliver malware. "There needs to be a sustainable way to fund content on the web, but it should be done in a user-controlled way," Faida told me while visiting CNET during one of his periodic US excursions from Eyeo headquarters in Cologne, Germany.īack in the good old days of online advertising, people blocked ads because they didn't like in-your-face clutter.
Faida doesn't say who's paying, but looking through Eyeo's "whitelist" that governs which websites get to show ads, you'll see big names like Google and Amazon. The criticism stems from the company's business: Offer a browser extension that blocks ads, then carve off 30% of ad revenue from large publishers that agree to participate in an Eyeo program that unblocks ads. The way he sees it, he's just trying to rescue online advertising and the websites that rely on it. You might be perturbed if somebody calls your business an " extortion racket" or your sales pitch a " ransom note." But Eyeo Chief Executive Till Faida, leader of the widely used Adblock Plus browser extension, is unruffled. Ad blocking is becoming a built-in option in some browsers like Opera and UC Browser.
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