Facebook’s high-profile campaign against ad blockers has proven beneficial to its bottom line after the social media giant reported an 18 per cent uplift to its desktop ad revenue, double the 9% lift achieved in previous quarters, after successfully blocking the blockers.
During the firm’s third quarter earnings call Facebook attributed this year-over-year growth to a workaround it had implemented for Adblock Plus and other similar software, which prevented members from prohibiting adverts on its site.
The growth saw Facebook rake in $1.1bn in desktop ad revenue for the quarter, a healthy rise on the $998m it generated in the previous quarter.
Facebook has been engaged in a constant battle with Adblock Plus to keep the advert culling software at bay but has thus far managed to maintain the upper hand.
Adblock Plus maintains it is trying to provide a service to users by eliminating distractions on people’s news feeds and by addressing privacy concerns by preventing them from being tracked. Facebook on the other hand argues that adverts help it to pay for the services it provides.