How much Adblock Plus charges for whitelisting a website

Adblock Plus has revealed how it calculates the fee for whitelisting a website, and how its Acceptable Ads policy works.

By - February 26, 2016 Share on LinkedIn
Adblock Plus

Adblock Plus is the most popular ad blocker available for Firefox, Chrome, Opera, Safari, Android, and Internet Explorer – costing websites millions in revenue each month.

While most online ads are blocked by the service, they also have an Acceptable Ads policy, where some ads are displayed.

Adblock Plus explained that when websites apply to be on the whitelist, the ads they want to whitelist must meet the Acceptable Ads criteria.

“After applying to be whitelisted and agreeing to meet criteria, a small percentage compensate us while the rest are free,” said Adblock Plus.

The company said that only advertisers that stand to gain more than 10 million incremental ad impressions per month because of whitelisting are asked to pay a whitelisting fee.

How the whitelisting fee is calculated

Adblock Plus said it calculates the licensing fee as a percentage of the extra revenue the advertiser earns after whitelisting.

“It is not based on total ad revenue, but rather the value our service creates.”

This revenue allows for more employees to be hired. “Software engineers have to maintain the whitelist,” it said.

Adblock Plus said Acceptable Ads provides value to publishers that was previously unavailable, and encourages better ads.

More on ad blocking

How websites pay to get past your adblock

The death of online advertising

The war on online advertising

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