Adblock for Chrome signs on to Eyeo's acceptable ads whitelist

Adblock's developer has adopted Eyeo's acceptable ads whitelist and sold his browser extension to an unnamed company

The maker of a competing ad-blocking browser extension has joined up with the new program created by Eyeo, owner of Adblock Plus, under which an independent board will decide which ads are acceptable to be placed on a whitelist.

The AdBlock browser extension for Google's Chrome and Apple's Safari -- similarly named but independent of Eyeo's product -- claims 40 million users. Its developer  Michael Gundlach said Thursday that he had sold his company, as well.

The move came about, he said, because German developer Eyeo had decided to distance itself from management of the acceptable ads program that allowed it to make money from its own ad-blocking browser extensions.

Ad blockers intercept requests by webpages to download ads from external sites on a blacklist. Publishers hate them because they deprive them of advertising income, but some ad-blockers have sought a middle ground, using a whitelist to allow through ads that they consider "acceptable" or where users have opted to support a site's operators by viewing advertising. Criteria for acceptability often include unobtrusiveness, silence and small size.

Eyeo has long maintained such a whitelist, but caused controversy by also accepting payment from some of the whitelisted companies.

It insists that payment does not influence inclusion on the list, and to make that relationship more transparent, early next year it intends to hand management of the whitelist, including deciding and policing the acceptance criteria, to an independent board.

Gundlach, announcing the sale of his company, said that he had long considered giving users the option to see some ads while still blocking annoying ones, but had not wanted to work with Eyeo up to now due to its close control of the whitelist. The decision to hand control to an independent board changed his mind.

"As a result, I am selling my company, and the buyer is turning on Acceptable Ads," wrote Gundlach. "My long-time managing director will keep working with the new company."

He didn't name the acquirer.

It wasn't Eyeo, said its communications manager Ben Williams, adding that the company is happy AdBlock will be using the Acceptable Ads program.

Join the Good Gear Guide newsletter!

Error: Please check your email address.

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Peter Sayer

IDG News Service
Show Comments

Most Popular Reviews

Latest News Articles


GGG Evaluation Team

Kathy Cassidy


First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni


For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Steph Mundell


The Fujitsu LifeBook UH574 allowed for great mobility without being obnoxiously heavy or clunky. Its twelve hours of battery life did not disappoint.

Andrew Mitsi


The screen was particularly good. It is bright and visible from most angles, however heat is an issue, particularly around the Windows button on the front, and on the back where the battery housing is located.

Simon Harriott


My first impression after unboxing the Q702 is that it is a nice looking unit. Styling is somewhat minimalist but very effective. The tablet part, once detached, has a nice weight, and no buttons or switches are located in awkward or intrusive positions.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?