Facebook will show ads to all users bypassing blockers

Social network with the help of special technologies plans to fool advertising blocking tools

Difference? And it will not be soon

. Facebook is planning to bypass ad blockers and start displaying ads to absolutely all users of the desktop version of their social network. New technologies developed by the company will significantly complicate the detection of ads for AdBlock Plus and other blockers.

“Facebook exists through advertising. Advertising is part of the social network, ”said Andrew“ Boz ”Bosworth, vice president of advertising and business for Facebook. And with Internet ad blocking tools, more and more Internet users are getting to know each year. Now about 26% of users of the global network in the United States have installed the appropriate software on their laptops and PCs.

Andrew Bosworth is convinced that after ad blockers can be circumvented, the company will have more opportunities in the advertising field. At the same time, the vice-president said that this was by no means the main reason for the company's intention to take such a step. The fact is that not desktop, and mobile devices are the main source of income for Facebook. More than 84% of ad revenue comes from Facebook users using the social networking app. “This is not the main motivation ... We are going to take this step out of principle. We want to start a discussion, ”says Bosworth.

It's not entirely clear why Facebook still insists on showing ads to users who use blockers. In July, Facebook representatives saidthat now the volume of advertising in the social network, which its users see, is quite satisfactory. Therefore, the company clearly does not expect that bypassing the blockers will allow you to get much more than now.

The company will soon give users more tools to control advertising. These tools will allow you to choose your preferred type of advertising. If there is no interest in any topic, you can simply remove it. A social network gives you the opportunity to remove yourself from the list of customers of certain companies that make up such lists for displaying targeted advertising.

A number of users and companies are unhappy with the business model used by Eyeo GmbH, the company that created Adblock Plus. Now the company accepts payments from more than 70 partners. Advertisements of these partners are included in the Adblock Plus “white list” and are demonstrated to users who have installed this blocker.

Facebook, according to Bosworth, does not pay anything, and is not going to fall into the “white list”: “We don’t want to be a part of it. This is not a business model that serves the interests of users. ” From a technical point of view, companies can easily bypass blockers, because advertising is being downloaded in the environment of the social network itself. This is not an insert that the blocker can easily identify, but an organic part of the resource.

In May, the company also announcedthat will show ads to users who are not registered or not authorized in the social network.