Adblock Plus's recently announced ad exchange product will not go ahead with the support of Google and fellow advertising supplier AppNexus.

Unsatisfied

When Adblock Plus announced its Acceptable Ads platform, which allows safe ads through ad blocking setups, the company said Google and AppNexus would cooperate in selling ad space.

Google quickly shut those plans down, with the search giant and AppNexus closing the ad accounts of Adblock Plus and partner company ComboTag.

"We were surprised by the announcement and learned of it when we were contacted by press. We have no involvement in their program and this is not a business we want to be part of," a Google spokeswoman said.

All ears

ComboTag said a beta period saw ad prices rise steadily due to demand from advertisers keen to reach tech-savvy users.

While the future of Adblock Plus's new platform is clouded, Google wants to use its move to ward off ad blocking altogether by listening to users and improving ad standards.