{"id":102114,"date":"2016-09-05T14:07:00","date_gmt":"2016-09-05T19:07:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/facebook-gearing-lead-ad-blocking-debate\/"},"modified":"2024-12-31T06:10:04","modified_gmt":"2024-12-31T11:10:04","slug":"facebook-gearing-lead-ad-blocking-debate","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/facebook-gearing-lead-ad-blocking-debate\/","title":{"rendered":"Is Facebook gearing up to lead the ad blocking debate?"},"content":{"rendered":"<p>In a controversial move, Facebook announced this week that it plans to begin circumventing ad blocking software, forcing ads to appear for all of its desktop users, including those using ad blocking software. The new technology will mean that advertising is loaded differently into its desktop website, making it much trickier for existing ad blockers to spot.<\/p>\n<p>The essence of the announcement is clear. If users wish to continue using Facebook for free, they must be willing to accept that ads are a part of that deal.<\/p>\n<p>\u201cFacebook is ad-supported. Ads are a part of the Facebook experience; they\u2019re not a tack on,\u201d said Andrew Bosworth, vice president of Facebook\u2019s ads and business platform, to the WSJ.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-10031 aligncenter\" src=\"\/wpe-content\/uploads\/sites\/5\/2016\/09\/Facebook1Logobanner-1024x362.png\" alt=\"facebook1logobanner\" width=\"671\" height=\"237\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><a class=\"gallery_img\" href=\"http:\/\/newsroom.fb.com\/news\/2016\/08\/a-new-way-to-control-the-ads-you-see-on-facebook-and-an-update-on-ad-blocking\/\">Writing within a blog post<\/a>, he goes on to explain: \u201cWe\u2019ve designed our ad formats, ad performance and controls to address the underlying reasons people have turned to ad blocking software. When we asked people about why they used ad blocking software, the primary reason we heard was to stop annoying, disruptive ads. As we offer people more powerful controls, we\u2019ll also begin showing ads on Facebook desktop for people who currently use ad blocking software.\u201d<\/p>\n<p>It\u2019s a bold move, likely to be met with some resistance. According to one ad blocking project, Adblock Plus, the open source community has already found a workaround to Facebook\u2019s changes. Within a blog post published today it writes:<\/p>\n<p>\u201cWell, that was fast.<\/p>\n<p>\u201cTwo days ago\u00a0<a href=\"https:\/\/adblockplus.org\/blog\/oh-well-looks-like-facebook-just-got-all-anti-user\">we broke it to you<\/a>\u00a0that Facebook had taken \u201cthe dark path,\u201d and decided to start forcing ad-blocking users to see ads on its desktop site. We promised that the open source community would have a solution very soon, and, frankly, they\u2019ve beaten even our own expectations. A new filter was added to the main EasyList about 15 minutes ago.\u201d<\/p>\n<p>But it goes on to say that \u201cthis is still a cat-and-mouse game. Facebook might \u201cre-circumvent\u201d at any time.\u201d<\/p>\n<p style=\"text-align: left;\">Adoption of ad blocking software has surged in recent years, with 22% of British adults employing it on their desktops, according to a recent report by the IAB. This has created a major headache for publishers and media owners, but the IAB claims two-thirds of ad-blocking users could be convinced to uninstall their ad-blocking software, if certain measures were put in place. Its recommendations include limiting access to content for ad-blocking visitors, avoiding ads with autoplay video or sound, ensuring ads don\u2019t block access to content and \u201cguaranteeing\u201d that ads don\u2019t affect page load times.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69e7f9de15d96'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69e7f9de15d96');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>\u201cThe IAB believes that an ad funded internet is essential for providing revenue to publishers so they can continue to make their content, services and applications widely available at little, or no cost,\u201d said IAB UK\u2019s CEO, Guy Phillipson. \u201cWe believe ad blocking undermines this approach and could mean consumers have to pay for content they currently get for free.\u201d<\/p>\n<p>But in addition to its stand against ad blocking, Facebook has also introduced more ad preference controls for users, which will allow them to indicate the sorts of ads they do, or do not want to see, within their newsfeed. So for example if a user would prefer not to see ads about cars, or travel, they can remove those interests from their ad preferences. Additionally, users will be able to opt out of seeing ads from businesses or organisations that have added them to their customer lists.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10032\" src=\"\/wpe-content\/uploads\/sites\/5\/2016\/09\/Facebook2-InternetAdvertisingBureau-1024x576.png\" alt=\"facebook2-internetadvertisingbureau\" width=\"671\" height=\"377\" \/><\/p>\n<p class=\"nm\">\u201cRather than paying ad blocking companies to unblock the ads we show \u2014 as some of these companies have invited us to do in the past \u2014 we\u2019re putting control in people\u2019s hands with our updated ad preferences and our other advertising controls,\u201d explains Facebook\u2019s Bosworth.<\/p>\n<p><a href=\"http:\/\/www.wsj.com\/articles\/facebook-will-force-advertising-on-ad-blocking-users-1470751204\">Speaking to the WSJ<\/a>, Bosworth claims Facebook\u2019s decision is a matter of principle and not money.<\/p>\n<p>\u201cThis isn\u2019t motivated by inventory; it\u2019s not an opportunity for Facebook from that perspective,\u201d he explains. \u201cWe\u2019re doing it more for the principle of the thing. We want to help lead the discussion on this.\u201d<\/p>\n<p>Facebook is just one of a growing list of companies wishing to take a stand against ad block. It\u2019s a debate that won\u2019t be resolved overnight, but the number of publishers fighting back is only likely to escalate. Earlier in the year, Wired offered an interesting ultimatum to ad blockers, advising them to white list their page, or face paying $1 a week to access an ad-free version of the site.<\/p>\n<p>For more information about ad blocking and how it is affecting the industry, check out our earlier post, \u2018<a href=\"http:\/\/www.make-it-rain.co.uk\/confessions-of-an-ad-blocker\/\">Confessions of an ad blocker\u2019<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a controversial move, Facebook announced this week that it plans to begin circumventing ad blocking software, forcing ads to appear for all of its desktop users, including those using ad blocking software. The new technology will mean that advertising is loaded differently into its desktop website, making it much trickier for existing ad blockers [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":102116,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2890],"tags":[],"class_list":["post-102114","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Is Facebook gearing up to lead the ad blocking debate? | DAC<\/title>\n<meta name=\"description\" content=\"Find out more about Facebook&#039;s move to circumvent ad blocking software.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/facebook-gearing-lead-ad-blocking-debate\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is Facebook gearing up to lead the ad blocking debate? 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