For the vast majority of publishers, there is no direct cost associated with monetizing with Acceptable Ads. However, most ad exchanges do not natively support Acceptable Ads, so a category of solution providers (such as Blockthrough) has arisen, which specializes in monetizing Acceptable Ads either by (a) enforcing Acceptable Ads across the publisher’s existing ad stack using  proprietary ad-scanning technology, or; (b) by operating an exchange that only permits compliant ads to bid. Such solution providers generally charge a rev share as a technology fee, and absorb any costs associated with participating in Acceptable Ads.