Ad Block Plus has revealed a new platform for small publishers and blogs that will allow them to serve adverts.

It’s a move that smacks of betrayal at first; we ourselves scoffed at the idea that the firm we used to block adverts, would now help to serve them. In reality however, its a reasonable middle ground.

Here’s the dirt.

The Acceptable Ads Platform, developed with help from ComboTag, will allow a small publisher or blog to allocate space on its site for pre-whitelisted ads. This would allow the site owner to then drag-and-drop adverts onto the site and draw revenue from those advertisers.

That revenue share is rather substantial according to The Verge which reports that publishers will take 80% of all revenue from these adverts while Ad Block Plus takes a 6% cut.

An upgrade of sorts

This isn’t all that new, Ad Block Plus has been trying to whitelist adverts for sometime now with its Acceptable Ads policy. Sadly, the process of marking advertising as “acceptable” is a labourious one and this new platform would make the process of whitelisting ads and serving them, easier.

Ad Block Plus’ Ben Williams explained how the new platform would speed this process up in a blog post.

“The AAP (Acceptable Ads Platform) will offer a feedback mechanism embedded in each ad, which will let you say whether you thought that particular ad was great, good, bad or complete shit. This feedback will then figure into which ads get selected on a live auction,” explained Williams.

This then feeds back into a real-time bidding process where the ads marked as “great” or “good” are put up on auction and then sold through an exchange. This entire process “literally takes milliseconds” according to Williams.

One of the benefits of this process is that advertising isn’t based on the user, therefore they don’t need to be tracked. Users will also be able to rate adverts and all this feedback punishes bad adverts.

Who this benefits

There’s a chance, a rather good chance, that you’re currently using ad-blocking software while reading this and hey, we can’t force you not to. Sadly however, advertising is our main form of revenue.

A platform such as this would allow us, and many other sites that tech-savvy folks use, keep the lights on and insure that your data isn’t being eaten away by adverts by serving non-intrusive advertising that we deem acceptable for our site.

It will be interesting to see whether this middle-ground approach sits well with both publishers and users, only time will tell but well done to Ad Block Plus for at least trying something new, even if its met with cries of betrayal.

[Source – Ad Block Plus Blog]