In the last few days, a back-and-forth battle has ensued between Facebook and AdBlock Plus, an ad blocking technology company.
It all started when Facebook announced that it would begin circumventing ad blocking software in an effort to show more ads in the News Feed. This enraged the ad blocking community which swore to fix the problem. Two days later, AdBlock Plus contributors made good on their promise by releasing a workaround - a new AdBlock Plus filter that once again blocks ads on Facebook. But, now it seems that AdBlock Plus’s workaround is dead.
Within a mere 24 hours, Facebook retorted by updating its own site all over again and releasing a new code that disables the workaround. This move was expected as Facebook had mentioned earlier that it would be moving to counter the AdBlock Plus update pretty soon.
“We’re disappointed that ad blocking companies are punishing people on Facebook as these new attempts don’t just block ads but also posts from friends and Pages,” Facebook said in a statement. “Ad blockers are a blunt instrument, which is why we’ve instead focused on building tools like ad preferences to put control in people’s hands”.
Although Facebook has thwarted AdBlock Plus’s latest workaround, the conflict still rages on. When the initial workaround was released, AdBlock Plus acknowledged that Facebook would likely respond in a swift manner. The organisation concluded that the battle would be fought for years to come:
“Facebook might ‘re-circumvent’ at any time. As we wrote in the previous post, this sort of back-and-forth battle between the open source ad blocking community and circumventers has been going on since ad blocking was invented; so it’s very possible that Facebook will write some code that will render the filter useless — at any time. If that happens, the ad-blocking community will likely find another workaround, then Facebook might circumvent again, etc.”
It looks like this escalating war is not going to end any time soon. This is not the first time that Facebook has demonstrated just how important ads are to them. Not very long ago, Facebook had introduced the “buy” button feature on its platform. To read more about it, click here.