Facebook on Tuesday unveiled two moves to protect its advertising revenue: It's overriding ad blockers and giving consumers control over what kind of ads they see.
If you use ad blocking software, the company will override that and start showing ads on the platform. But even while forcing those ads, Facebook will also give you more control over what ads you see.
If this works, ads should become more relevant to users and more valuable to advertisers, and therefore more profitable for Facebook. If it backfires, Facebook will annoy users who are used to ad-blocking software, and could lose revenue as people opt out of ads. But with the rise of ad-blocking software, and the demand for accurately targeted ads, Facebook seems to be making a calculated choice.
"We've all experienced a lot of bad ads," Facebook's Andrew Bosworth wrote in a blog post announcing the new tools. "As a result of what we've learned, we've introduced tools to help people control their experience, improved how we decide which ads to show and created new ad formats that complement, rather than detract from, people's experience online."