An ad blocker that show ads? Is it broken? Actually, no! This is not what you would call an epic failure, but instead, it is a case of using counterintuitive logic that makes a lot of sense. Ads are, after all, still the main source of money for the majority of websites. More than 90 per cent of all ad blocking users do not mind seeing non-intrusive ads. Constructive ad blocking allows publishers to monetise their traffic with ads without destroying user experience. The Acceptable Ads initiative, developed by Adblock Plus makers eyeo GmbH, is a solution that lets users see unobtrusive ads, and blocks everything that internet users might perceive as annoying.

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