# {{aac-heading[Page Heading] Acceptable Ads Committee}}
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{{aac-paragraph1[Acceptable Ads Committee Paragraph 1] In 2017, eyeo GmbH handed over control of the Acceptable Ads initiative to an independent committee made up of eleven stakeholders who represent three distinct coalitions: User Advocates Coalition (digital rights organization, ad-block user), For Profit Coalition (advertiser, advertising agency, ad-tech company, publisher / content creator) and the Expert Coalition (user agent, creative agent, researcher / academia). This committee, aptly called the Acceptable Ads Committee, has full control over the Acceptable Ads initiative, including what’s deemed acceptable by defining the [Acceptable Ads criteria](https://acceptableads.com/en/about/criteria).}}
{{aac-paragraph2[Acceptable Ads Committee Paragraph 2] The committee's goal is simple: create new and exceptional ad standards that improve the user experience for ad-blocking users while, just as importantly, delivering real value to content publishers and online advertisers.}}
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