Ads served by Microsoft and Google will no longer be blocked by the popular browser add-on, Adblock Plus, after the two companies agreed to pay a fee to bypass the filters.
A report published by the Financial Times reveals, through unofficial sources, that Microsoft, Google and Amazon are the latest three major companies to have decided to partner with Eyeo, the company behind the popular ad blocking add-on, Adblock Plus, to be placed on a whitelist that will allow ads through the filters.
This whitelisting program, which is free for small websites, requires large companies to pay to avoid filters, but only if their ads are not aggressive and do not affect the user's browsing in any annoying way.
On the FAQ page on its website, Eyeo states that “we have agreements with certain websites and advertisers” and “ ads will be allowed, that is, added to the list of exceptions to acceptable ads that is enabled by default.”
While the company doesn't disclose the names of the companies currently on the whitelist, Microsoft's Bing ads now appear to be showing up when running Adblock Plus. The aforementioned report also quotes a Microsoft spokesperson as saying that "we want to work with partners who share our vision of relevant ads, interactions with the right brands, and respect for the integrity of consumer choice.".
It is worth noting that Microsoft and Googleare two of the companies that have taken legal action against Eyeo, pointing out that the company's add-on has caused 40% damage to online advertising.
