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Facebook will bypass web adblockers, but offer ad targeting opt-outs

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Facebook is making the HTML of its web ads indistinguishable from organic content so it can slip by adblockers. But in exchange for taking away this option for controlling ads from people, its allowing them to opt-out of ad targeting categories and Custom Audience customer lists uploaded by advertisers. Today all desktop users will see an announcement atop the News Feed explaining that while web adblockers may no longer work, they can visit their Ad Preferences settings to block ads from particular businesses.

Facebook commissioned research firm Ipsos to investigate why reports say 70 million Americans and nearly 200 million people worldwide use adblockers. It found that “The main reasons cited for using ad blockers include avoiding disruptive ads (69%), ads that slow down their browsing experience (58%) and security / malware risks (56%).” Privacy wasn’t the top answer. So Facebook thinks if its can make its ads non-interruptive, fast, and secure, people won’t mind.

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