Facebook to Bypass Ad-Blocking Software on Desktop Computers

Facebook Ad Preferences

Facebook (NASDAQ: FB) will bypass ad-blocking software to show ads desktop computers. It will also give users option to control their advertising experience on its platform.

The changes are part of its strategy to address bad ads that prompted many users to install ad-blockers on their devices. Currently, 26% of internet users in the United States have ad-blocking software on their desktop computers based on data from the Interactive Advertising Bureau.


Facebook noted that bad ads obscure the content users are trying to read or watch and slow the download time. In other words, bad ads disrupt users and waste their time.

“For the past few years at Facebook we’ve worked to better understand people’s concerns with online ads. What we’ve heard is that people don’t like to see ads that are irrelevant to them or that disrupt or break their experience. People also want to have control over the kinds of ads they see,” said Andrew Bosworth, vice president, Ads & Business Platform at Facebook.

Facebook improves ad controls

According to him, Facebook introduced tools that would help users control their experience. The tools also help the social network giant improve its process of determining what type of ads must be shown to users and creating formats that complement rather than detract their experience.

Facebook Ad Preferences

The social network giant improved the ad preferences category to make it easier for users to opt-out targeted advertising. Users will just have to remove any interest in the ad preferences to stop seeing ads from businesses or organizations that they don’t like.

Users with ad-blocking software will start seeing ads on Facebook desktop.  The social network giant explained that its ad formats, performance, and controls already addressed their reasons for using ad blockers.

Ad blocking companies accept money to show previously blocked ads

According to Facebook, several ad blocking companies accept money to show previously blocked ads, and it was invited to do the practice. The social network giant rejected it.

“Facebook is one of those free services, and ads support our mission of giving people the power to share and making the world more open and connected. Rather than paying ad blocking companies to unblock the ads we show — as some of these companies have invited us to do in the past — we’re putting control in people’s hands with our updated ad preferences and our other advertising controls,” said Bosworth.

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