…Adblock Plus has become the internet’s advertising sheriff. That’s because its software, by default, allows some ads through its firewall—ads it deems “acceptable,” meeting a series of strict criteria it came up with in conversation with internet users around the world. The criteria essentially eliminate most of the ads on the market today, rolling back ad technology to the 1990s: text only, no animations, no popovers, no placement in the flow of text. In the two months since I’ve installed the software, I don’t recall seeing any ads that meet the criteria.
Websites must apply to get “whitelisted,” and an Adblock Plus employee then works with the site to make sure that the selected ads comply with the criteria. Ben Williams, a spokesman for Eyeo, told me that 700 publishers and bloggers have been whitelisted. The whitelist is how the company makes money. Eyeo charges large for-profit publishers a cut of ad revenues to be on the list, a scheme some critics have called extortion. Williams declined to say who is paying or how much, but the Financial Times recently reported that Google, Microsoft, and Amazon were among those paying Eyeo for their acceptable ads to appear to Adblock Plus users.
There is more here, from Michael Rosenwald.
Will ad-blocking, over time, decimate the free web?