News: The networking site not interested to pay to get whitelisted.
Facebook is intensifying its battle against Adblock Plus, which offers software to block ads displayed for the social media giant’s 100 million+ users.
As Facebook earns its revenue from advertising, any disruption to its business model could pose a potential risk for the entire company.
Last week, the networking site altered its news feed code to prevent Adblock Plus software from blocking ads, BBC reported.
Adblock Plus was quick to come up with a solution to make its software effective once again. Adblock Plus said that “for this round of the cat-and-mouse contest, looks like the mouse won."
The company said: “Facebook announced that it would start trying to circumvent users with ad-blocking software and show them ads. This is an unfortunate move, because it takes a dark path against user choice.”
Replying to the company’s comments, Facebook’s head of advertising, Andrew Bosworth wrote on Twitter that "these new attempts don’t just block ads but also posts from friends and Pages.
"We plan to address the issue."
Just a few hours after Adblock Plus announced a fix to its software, Facebook started implementing a new code to disable Adblock Plus's workaround.
Facebook was quoted by the publication as saying: “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," the company said in a statement.
"Ad blockers are a blunt instrument, which is why we’ve instead focused on building tools like ad preferences to put control in people’s hands.”
Adblock Plus offers a more sophisticated tool that can block pre-roll adverts on videos and remove some non-intrusive advertising on pages.
However, the software doesn’t prevent ads on all sites and the company offers a whitelist. A site has to Adblock Plus to access that list.
While some criticised its model as “extortion”, the company said that it plays a key role in checking online advertising.
Bosworth said that Facebook will not pay Adblock Plus to get whitelisted.
"Rather than paying ad blocking companies to unblock the ads we show – as some of these companies have invited us to do in the past – we’re putting control in people’s hands with our updated ad preferences and our other advertising controls."