Facebook’s hackproof ads turned its adblocking problem in to a $709 million revenue stream.

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Four successive quarterly reports show the year-over-year revenue growth that Facebook attributes to showing ads that adblock companies are unable to hack.  While many websites prevaricated, Facebook figured out how to turn its adblocking problem in to a $709 million revenue stream by serving ads that were immune to adblock. Both online giants, Google and Facebook, have concluded that showing ads to adblock users is the right way to tackle adblocking. In mid Q3 2016 Facebook implemented  tamper-proof ad serving that adblock companies can not hack. Eyeo, which owns Adblock Plus, has attempted at various times to introduce hacks to break this system, with partial results for brief periods. Nonetheless, Facebook’s quarterly earnings figures reveal that it has netted nearly three quarters of a billion dollars as a result.…

Facebook’s Q4 earnings prove how to respond to adblock

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Facebook’s Q4 earnings now prove what its Q3 earnings had indicated: the unblocked web – when used appropriately – is an opportunity for marketers.  From August 2016 onward Facebook deployed tamper-proof ad serving to show ads to users who have adblock installed on their machines. Before doing this it listened to users to identify and fix problems that adblock users had with its ad formats.[1] Last week Facebook’s CFO, David Wehner, told investors and analysts on an earnings call for Q4 that “desktop ad revenue grew 22%, despite a decline in desktop usage, helped by our efforts to limit the impact of ad blockers on advertisements served on personal computers.”[2] This builds on Facebook’s Q3 earnings, when Wehner revealed 18% growth in desktop ad revenue.…