Unlike Google, which pays for whitelisting with ABP’s Acceptable Ads initiative, Bosworth insists Facebook has never and will never cede so much as a cent for the right to serve ads.
But this steadfastness can put marketers in a bind.
“It’s a tough thing to serve ads to people who proactively made a choice to use an ad blocker,” said Weinstein. He said he would caution IPG clients to avoid being visible during Facebook’s desktop rollout of this practice, since people who don’t want to see ads and are accustomed to not seeing ads react negatively to brand infiltration.
And Facebook’s solution might only be temporary. Williams expects the open-source community to eventually find and distribute a workaround – part of the cat-and-mouse game between ad blockers and publishers.
While Bosworth acknowledged ad blockers could build workarounds, he said those Facebook users will have a slower, lower-quality experience.
“It will show how little [ad block] services actually care about user experience online,” said Bosworth.