In recent months, Facebook announced that they would begin blocking ad blockers and pushing ads through to users with the blocking software.
In a gist, it’s a back and forth battle: ad blocking engineers develop software to block ads – Facebook engineers develop software to block the ad blocking software – Ad block engineers develop new software to block ads – Facebook develops newer software to keep pushing ads through. You get the point.
The goal of blocking the blockers was to first and foremost to grow their ad revenue from advertisers. After all, that is how Facebook receives money to keep the business running and free for users. Second, Facebook created a setting allowing users to tell Facebook what type of ads they do and do not wish to see. Basically, they made ads user friendly. Not interested in Chinese food? Fine, we won’t show you that ad. Not only does this make ads more relatable to users, it also assures less waste for advertisers.
So is the consistent battle of fending off ad blockers worth it? After seeing desktop ad revenue increase by 18%, I would say their approach thus far has been a success.