Several years ago, we started to offer Acceptable Ads as a feature in Adblock Plus as a middle way between ad blocking users who opted out of traditional ad formats, while allowing publishers and content-creators to continue to monetize with unobtrusive ads. This first version allowed users to whitelist individual websites that they wanted to support. In 2011, we published a set of guidelines that our user community deemed “acceptable,†and these acceptable ads are shown by default to our users to allow a compromise between blocking all ads, or no ads at all. Since then, we have thought about...