Wladimir Palant wrote the original Adblock Plus in 2006.
Shortly after launch, Adblock Plus became the most popular Firefox extension ever. Wladimir worked hard on maintaining the project by himself, and in May 2009 he published a proposal for fair ad blocking. Intrigued by this proposal, Tim Schumacher got in touch with Wladimir, and together they started what would come to be known as Acceptable Ads. Tim brought in Till Faida to handle the non-coding stuff, and together they founded eyeo in 2011.
Adblock Plus is owned and operated by eyeo GmbH (a GmbH is Germany’s equivalent to a Ltd./Inc.). eyeo also owns the rights to Adblock Plus and all associated names and trademarks.
Our mission is to put you in charge of a fair profitable web. That means you as a user, an advertiser, a publisher or a creator. Till and Wladimir founded eyeo GmbH and the Acceptable Ads initiative to create a sustainable middle ground for online advertising that is beneficial to both user and advertiser.
To use Acceptable Ads, websites have to conform to strict advertising criteria (developed and maintained by the wholly independent Acceptable Ads Committee). When websites conform to these advertising standards, ads on their sites are whitelisted, and will not be blocked by Adblock Plus.
Whitelisting is free for the vast majority of websites. To make the initiative sustainable, larger properties are charged a fee for this whitelisting.
We are also developing new products that are in line with our essential mission.
To be whitelisted, a website or advertiser must apply. At that point we collaborate with them to bring their ads in line with the Acceptable Ads criteria. After that, we send the proposed ads to our 27,000-plus community for 7 – 10 days for an open discussion. If members of the community raise legitimate objections about proposed ads, we go back to the drawing board with the website or advertiser. If nothing comes up we whitelist the ads after the time period discussed above. All whitelisted sites are available here.
Whitelisting is free for all small websites and blogs. However, managing this list requires significant effort from our side. That is why larger properties pay to serve nonintrusive ads through the Acceptable Ads initiative.
Absolutely not. Anyone and everyone can apply to be whitelisted, but whether they are depends solely on the content of their advertisements. All advertisements must conform to the unambiguous Acceptable Ads criteria, and no one can pay to avoid these criteria.