Facebook is going to start forcing ads to appear for all users of its desktop website, even if they use ad-blocking software.
The social network said on Tuesday that it will change the way advertising is loaded into its desktop website to make its ad units considerably more difficult for ad blockers to detect.
“Facebook is ad-supported. Ads are a part of the Facebook experience; they’re not a tack on,” said Andrew “Boz” Bosworth, vice president of Facebook’s ads and business platform.
User adoption of ad-blocking software has grown rapidly in recent years, particularly outside of the U.S. According to estimates by online advertising trade body the Interactive Advertising Bureau, 26% of U.S. internet users now use ad blockers on their desktop devices. Facebook declined to comment when asked on what portion of its desktop users have ad-blocking software installed.
With the move, Facebook risks turning off some of its 1.7 billion monthly users who prefer not to see ads while browsing the internet.