Adblock Plus creators plan independent board to decide ad acceptability

Adblock Plus has also launched a content filter for Safari on iOS

The makers of Adblock Plus want to make the process of deciding which ads are "acceptable" and can bypass its filters more transparent. The company plans to create an independent board to set the acceptability criteria by early next year.

German company Eyeo has run into criticism over the way it monetizes development of the open-source Adblock Plus: It doesn't block all ads by default, but allows some unintrusive, mostly text-based ads through its filters. About 70 of the largest publishers whose ads are allowed through in this way pay a fee. Users can still choose to block their ads.

After discussion with users, Eyeo published the criteria for what makes ads acceptable, and when companies apply to be added to the whitelist, the merits of their cases are discussed in a public forum.

By handing over decision-making to an independent board, both about the criteria for acceptability and about who meets those criteria, the company hopes to allay suspicion.

"A big reason is transparency, it puts it out in the open and it gets more stakeholders involved," said Ben Williams, Eyeo's communications manager.

The board members will include representatives of users, publishers and advertisers, and they are likely to receive a small stipend to cover travel expenses, he said. They will be responsible for updating the acceptability criteria, and for enforcing them.
"Some of the details aren't ironed out yet," Williams said.

The forum, where companies fates are decided today, will still play a role. "Enforcement will still be up to the users as much as it is now," he said. "If you don’t feel you are represented by the user representatives on the board, you will still be able to take part in the process."

The rise of adblockers -- Eyeo claims it has 60 million weekly users -- has worried some onine publishers reliant on advertising revenue, although others are finding ways to adapt, providing better access to their websites to visitors who agree to view ads.
Apple's release of iOS 9 last week changes the game yet again, as Apple now allows developers to create content filters that modify Web pages viewed in the platform's default browser, Safari. Previously, iPhone owners had to run an alternate browser that could block ads. 

Eyeo's content filter only arrived in the iTunes App Store Wednesday, a week after competitors. But Williams hopes Adblock Plus for Safari on iOS, as the app is called, will soon catch up. "Ours is free. Most of the others are paid," he said.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.
Peter Sayer

Peter Sayer

IDG News Service
Show Comments

Cool Tech

Toys for Boys

Family Friendly

Stocking Stuffer

SmartLens - Clip on Phone Camera Lens Set of 3

Learn more >

Christmas Gift Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?