Facebook claims it has developed a way to force ads to appear irrespective of whether visitors are using adblockers, and will soon begin doing so. The Wall Street Journal reports that the technique is "relatively easy" because Facebook doesn't use third-party ad tech—another way of saying that as Facebook serves both content and ads itself, it is at liberty to make them technically indistinguishable from one another.
“This isn’t motivated by inventory; it’s not an opportunity for Facebook from that perspective,” Mr. Bosworth said. “We’re doing it more for the principle of the thing. We want to help lead the discussion on this.”
It'd be understandable if they took an ads-or-GTFO attitude, or presented this as a fuck-you to adblocking companies, many of which are now sleazy middlemen who can be bought off (which Facebook has vowed not to do.) But Facebook insists that users damage the "Facebook experience" when they take matters into their own hands, so it's still, to them, a battle for control over what users can do on their own computers.
Depending on how they are counted, between a quarter and a third of users block ads. Desktop ads account for only a small portion of Facebook's total ad revenue, but command higher rates than mobile ads and are apparently regarded as a soft target for growth:
Facebook stands to gain financially from showing ads to ad-blocking users. On the company’s second-quarter earnings call in July, Facebook executives said its “ad load”—the volume of ads its users typically see—was in a “good zone.” That means it doesn’t think it can push many more ads to users than they already see during the time they are spending on the social network.