Why Facebook Will Win the Ad-Blocking War

TIME - Tech 

The back-and-forth between Facebook and ad-blocking software companies has become almost farcical at this point: After Facebook said it would block the use of ad blockers, the leading ad-blocking company announced that it will block the use of Facebook's ad-blocker blocker. And now Facebook says it is rolling out a fix that will disable the ad-blocker's blocker blocking. As humorous as this cat-and-mouse battle may seem, there is a serious principle at stake for Facebook. If it can't reliably ensure that users are seeing its advertising, then the 1 billion it currently makes on desktop ads is potentially in jeopardy, and questions might also be raised about its ability to display ads on mobile too, which is a 5-billion business. That's why the giant social network rolled out its ad-blocker force field earlier this week, with a blog post that spent a lot of time on the controls that Facebook gives to users that allows them to choose which ads they want to see, and very little time on the technicalities of blocking ad-blockers.

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