Increasingly threatened by the ad-averting software, the social giant announced plans to change the way ads load into its flagship web property.
“Facebook is … free … and ads support our mission of giving people the power to share and making the world more open and connected,” Andrew Bosworth, VP of ads and business platform at Facebook, notes in a new blog post.
Industry leaders are cheering Facebook for taking a stand on ad-blockers.
“Facebook should be applauded for its leadership on preserving a vibrant value exchange with its users,” said Randall Rothenberg, president and CEO of the IAB.
“Its decision to respect advertising as an essential ingredient in connecting users worldwide is spot-on and should be replicated across the free and open Internet,” Rothenberg added.
To appease potentially frustrated users, Facebook is offering them more ways to control the ads that they encounter on the platform.
“If you don’t want to see ads about a certain interest like travel or cats, you can remove the interest from your ad preferences,” Bosworth promised.
Additionally, Facebook will now let users block ads from businesses or organisations that have added them to their customer lists.
Along with users, analysts say the changes should also benefit brands.
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