Adblock Plus

Global market leader in browser-based ad blocking with the largest installed user base of any ad-blocking extension

Adblock Plus is a free, open-source browser extension developed and maintained by eyeo GmbH, a Cologne-based company founded in 2011. Originally launched as a Firefox extension in 2006 by Wladimir Palant, Adblock Plus has grown into the most widely used ad-blocking tool globally, with hundreds of millions of active users across Chrome, Firefox, Safari, Edge, and other browsers. The extension allows users to block banner ads, pop-ups, video ads, and tracking scripts, significantly improving browsing speed and privacy. A defining and controversial feature of Adblock Plus is its Acceptable Ads program, which maintains a whitelist of ads that meet specific criteria for non-intrusiveness. Advertisers and publishers can pay to have their ads whitelisted, which has generated significant debate within the ad-blocking and advertising communities. Large companies pay a fee to participate, while smaller publishers and blogs can be whitelisted for free. This model has allowed eyeo to generate revenue while positioning Adblock Plus as a mediator between users and the advertising industry. In the AdTech ecosystem, Adblock Plus occupies a unique and influential position — simultaneously a consumer privacy tool and a commercial entity with ties to the advertising industry. It has faced legal challenges from major publishers and broadcasters, particularly in Germany, but has largely prevailed. The company competes with other ad blockers such as uBlock Origin, AdGuard, and Brave Browser's built-in blocker, while also partnering with publishers and ad networks through its Acceptable Ads initiative.