It came as a surprise to AdBlocks users when Google ads started popping up in the webpages despite of blocking them. Yes its true. Major advertisers, including Google, has reportedly paid to have some of their ads whitelisted, given a free pass through AdBlock Plus. Eyeo, the company behind Adblock Plus, has posted in its FAQs that :
Whitelisting is free for all small websites and blogs. However, managing this list requires significant effort on our side and this task cannot be completely taken over by volunteers as it happens with common filter lists. That’s why we are being paid by some larger properties that serve nonintrusive advertisements that want to participate in the Acceptable Ads initiative.”
AdBlocks eliminates unwanted videos and ads from websites provided that the user subscribes to their service. From the FAQ, it is quite clear that the company is defending whitelisting practice pointing out that “whitelisting is free for all small websites and blogs”.
It is not yet clear regarding the money Google has paid to Eyeo, but it will be interesting to see how other companies react to this new development.