Skip to main content

Amazon, Google and Microsoft pay AdBlock Plus to bypass the plug-in

Adblock Plus Shake Down
Image used with permission by copyright holder
A recent report published in The Financial Times has revealed that a small group of major corporations, including Amazon, Google, and Microsoft, is paying Eyeo, the parent company of AdBlock Plus, to be on the plug-in’s whitelist.

The whitelist, which is enabled by default but can be disabled by users, lets certain websites bypass AdBlock Plus if they meet stringent requirements set down by Eyeo. Whitelisting has been publicly known and ongoing since 2011, and over the years the number of eligible sights has grown to just over 300. Reports of companies paying to be put on the whitelist surfaced back in 2013, but no companies were named in the allegations.

Recommended Videos

Now we know that Eyeo requires monetary compensation from large whitelisted sites. The guidelines of what qualifies as large remain a question, but clearly this trio is very large indeed. The Financial Times report also fingered Taboola, a content marketing website, as a customer of AdBlock Plus. Adblock states that about 10 percent of all companies on the whitelist are paying to be there.

How much are these giants paying AdBlock Plus? No one knows the exact figure, but the percentage is reported to be “30% of the additional ad revenues” brought through the whitelist. That figure vibes with reports from 2013, which suggested companies approach by Eyeo were being asked to pay “a third of the profits generated” through unblocked ads. That’s likely a significant sum given the massive traffic these companies receive. A 2014 report found about 144 million people use ad-blocking software.

This revelation of course conjures questions about the relationship of AdBlock Plus with paying companies and the legitimacy of its “Acceptable Ads Initiative,” which sites supposedly must conform with to be included on the whitelist. While the existence of such guidelines is a welcome step, it’s hard to believe AdBlock Plus is watching Amazon, Google or Microsoft with an eagle eye given the massive revenue stream they provide. There is, at the least, an incentive for the plug-in developer to let things slide.

Related: Using Adblock with Firefox may impact performance

Eyeo was quick to respond to the report. AdBlock Plus communications manager Ben Williams told Ars Technica that “we’ve done everything short of taking out a Super Bowl ad to inform people about our Acceptable Ads initiative,” and added “it’s a little surprising that people are so surprised.”

Williams is correct that the whitelist wasn’t secretive. However, AdBlock Plus never published a list of which companies pay, or disclosed how much they pay. The appearance of three of the world’s largest technology companies is sure to shock some users, and it shows that the plug-in, which has sometimes been portrayed as a humble champion of Internet users, has an interest more than distraction-free browsing.

Matthew S. Smith
Matthew S. Smith is the former Lead Editor, Reviews at Digital Trends. He previously guided the Products Team, which dives…
Amazon Fire HD 10 vs. HD 10 Plus: Which budget slate blazes brightest?
Amazon Fire HD 10

In 2021, Amazon released an important update to its 10-inch Fire tablet and an upgraded Fire HD 10 Plus model for those who want extra features -- at a higher price, of course. Interested buyers seeking a new tablet should know exactly how the two models compare and what the key differences are. We've taken a close look, and our guide is ready with everything you need. Here's how the Fire tablets stack up and which we recommend getting. Make sure to check out the latest Cyber Monday Tablet deals before making a decision.
Specs

Amazon Fire HD 10 (2021)
Amazon Fire HD 10 Plus (2021)

Read more
Windows 11 is blocking an app that lets you switch browsers to Google Chrome
Empty folders on Windows 11.

Windows 11 is now blocking the popular app EdgeDeflector, which provides better ability to select alternative web browsers.

The discovery was made in a new build of Windows 11 through the Insider Program, where Microsoft is now blocking applications that sidestep certain restrictions to change web browsers within the operating system.

Read more
Amazon is Having a FLASH SALE on Microsoft Office 365 Today
Office 365 Apps on an orange background.

Whether you're a small business owner running your entire operation from home, or a student who needs to turn in the best research papers possible, you need to have Microsoft Office on your workstation. It has a variety of applications and services that are crucial to your productivity. However, a full subscription to Microsoft Office tends to be quite pricey, which is why we needed to tell you about one of the best Microsoft Office deals we've seen in a while. Right now, you can get a 12-month subscription to Microsoft Office 365 Personal on Amazon for only $42, which is $28 off of the original price of $70. This deal could end at any moment, so we recommend clicking on that "Buy Now" link as soon as you can.

Microsoft Office is the most comprehensive and widely used office application suite around, and the cloud-based subscription model of Office 365 contains all the most essential programs for school, work, or your business. You'll get access to powerful tools like Word, Excel, PowerPoint, Outlook, and OneNote. That's everything you need to create highly professional documents, decks, and spreadsheets that you can send to nearly anyone. Microsoft Office files are among the most widely accepted and compatible file formats around, so you won't have to worry about running into file compatibility issues.

Read more