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.<\/p>\n
While most online ads are blocked by the service, they also have an Acceptable Ads policy, where some ads are\u00a0displayed.<\/p>\n
Adblock Plus explained that when websites apply to be on the whitelist, the ads they want to whitelist must meet the Acceptable Ads criteria.<\/p>\n
\u201cAfter applying to be whitelisted and agreeing to meet criteria, a small percentage compensate us while the rest are free,\u201d said Adblock Plus.<\/p>\n
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.<\/p>\n
Adblock Plus said it calculates the licensing fee as a percentage of the extra revenue the advertiser earns after whitelisting.<\/p>\n
\u201cIt is not based on total ad revenue, but rather the value our service creates.”<\/p>\n
This revenue allows for more\u00a0employees\u00a0to be hired.\u00a0\u201cSoftware engineers have to maintain the whitelist,” it said.<\/p>\n
Adblock Plus said Acceptable Ads provides value to publishers that was previously unavailable, and encourages better ads.<\/p>\n
How websites pay to get past your adblock<\/a><\/strong><\/p>\n