Earlier this week, Facebook announced that it had developed technology to show ads even to people who were using ad-blocking software.
Unsurprisingly, ad-blocking firms took this as a challenge. Yesterday, Adblock Plus – one of the most popular tools – revealed that its community had already developed a workaround to block the supposedly-unblockable ads. “Facebook might “re-circumvent” at any time. As we wrote in the previous post, this sort of back-and-forth battle between the open source ad-blocking community and circumventers has been going on since ad blocking was invented; so it’s very possible that Facebook will write some code that will render the filter useless,” wrote Adblock Plus. “For this round of the cat-and-mouse contest, looks like the mouse won.” Nope. Within hours, Facebook had rolled out its own code to defeat the workaround. “We’re disappointed that ad blocking companies are punishing people on Facebook as these new attempts don’t just block ads but also posts from friends and Pages. This isn’t a good experience for people and we plan to address the issue,” explained Facebook. Game on.