Why Facebook is taking on the ad blockers

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  • August 16, 2016

According to eMarketer, Facebook realised ad revenues of more than $6.2 billion in the second quarter of 2016 alone. Moreover, ads are expected to account for a whopping 96% of Facebook’s total worldwide revenues this year.

Therefore, it’s understandable why Facebook would want to limit the use of ad blockers by users of its site. And that’s exactly what it’s done!

Last week, Facebook announced in a blog post that ad blockers, such as Adblock Plus, would no longer work on the social networking site going forward.

It’s a pretty bold move by Facebook, especially when you consider that people use ad blockers out of choice, and Facebook is seemingly removing that choice. However, the world’s largest social network said that better ad controls will address the primary reason why people employ ad blockers: to stop annoying, disruptive ads.

Facebook believes that when they’re “relevant and well-made”, ads afford a lot of value to the people who see them in their newsfeeds. For example, an ad telling you that your favourite band is in town could be very useful if you didn’t otherwise know.

Citing the fact that some ad blockers actually accept money from companies to show their ads that were previously blocked, Facebook said this wasn’t something it wanted to do, despite being approached in the past to do so. It said that it would rather put advertising control in its users’ hands and let them decide which ads are relevant and which aren’t.

For social media marketers, Facebook’s announcement is exciting. The removal of ad-blocking software means that our paid campaigns have the potential to reach even more individuals in the future. Individuals who may not have seen our ads before, but who might find them relevant and useful.

Are you already using paid ads on Facebook as part of your marketing efforts? We’d love to hear about how they’re performing for you.

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