Facebook revealed yesterday that they begin using new technology to make ad blocking software less effective. This new software is changing advertising on their desktop site, making it difficult for ad blockers to detect the ad units embedded into the advertising.
Facebook wrote in a blog post earlier this week that, “Some ad blocking companies accept money in exchange for showing ads that they previously blocked- a practice that is at best confusing to people and that reduces the funding needed to support the journalism and other free services that we enjoy on the web.” This new feature will not affect Facebook’s mobile site, which generates about 84 percent of Facebook’s advertising revenue last quarter.
But What About People Who Really Don’t Want To See Ads?
While Facebook will not allow you have an ad free news feed, they will allow you control what ads appears. Their new ad preferences will allow users to distinguish which companies’ ad they do not want to see. For example, if a person signs up for a brand’s mailing list, the company will use her email to find them on Facebook. Now, Facebook’s preferences will show users the advertisers that have their email, and allow them the option to stop receiving ads from those brands. This feature comes as no surprise because Facebook’s email targeting has become one of their most effective methods of connecting brands with customers.
This new feature is not only a win for Facebook users but for advertisers as well. The goal for any advertiser is to effectively spend money to deliver information about their brand to a consumer that shares an interested in the product they promoting. With these filters, marketers will be able to know that they are spending their budget effectively by only showing ads to people who are interested in seeing ads of their brand.
This new feature will certainly affect the boosted post and promoted ads that businesses are using and advertiser should expect to see an update to Facebook’s advertising to reflect these changes in the coming months.