AdBlock Plus is a free browser plugin that works like a filter in order to block the unwanted ads while navigating the Internet and there are millions of people using it. Eyeo is the company that supports AdBlock Plus and it has a so-called white list containing big names like Google that are skipped when it comes to blocking the ads, and that in exchange of money from Google. Consequently, even if the plugin is on, it will not clear the ads from the companies that pay them money not to. It seems that Acceptable Ads policy is not recent news, since Eyeo has started this 2 years ago, in 2011. One of the reasons they did this is to encourage the less developed websites by allowing them to still use the ad profit from big companies like Google.
While at first we might think this is a bad, unfair thing, Till Faida, one of the founders of Eyeo, suggests that AdBlock Plus is a measure of taking the high road in the business of online advertising, so, in other terms, that this is a way of taking from the big and rich and giving to the poor and little. So the plan is to help small websites and blogs for free, while charging a few giant companies like Google. Faida also states that there is a community approval process which a company has to go through before they get unblocked, so he ensures us that this policy keeps the transparency untouched.
Having this taken into consideration, Eyeo's way of judging and handling things seems far more fair than it seemed at first sight, they are encouraging the clean nonharmful ads and discouraging the bad ones, and so the land of online advertising could be a better place.