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The Acceptable Ads initiative is a program initiated by Eyeo GmbH, the company behind the AdBlock Plus ad blocker. The initiative provides a mechanism by which web publishers are able to apply to Eyeo to have ad elements that meet specified criteria whitelisted so that they appear even when a site visitor has AdBlock Plus installed and enabled.
This chapter will introduce the Acceptable Ads initiative (including the controversy surrounding it) and outline the requirements and steps that can be taken to participate in this program. The next chapter, entitled [http://www.ebookfrenzy.com/AdBlocking/index.html Running Acceptable Ads with PageFair], will introduce an alternative approach to using acceptable ads.
== The Acceptable Ads Initiative ==
