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We’ve all seen a dosey friend on Facebook unknowingly share viral hoaxes at some point haven’t we? You know the type: “Share this post with everyone or Facebook will start charging users!” Of course, these deeply asinine posts are written to either link back to phishing content or just to see how gullible we all are, but ‘what if’ social media did become a subscription based service? Would you pay to log in every day?


Facebook is currently supported by extensive ad revenue, but what happens when a huge chunk of desktop users start using third-party ad-blocking software? Not everybody appreciates having their social media feeds littered with targeted promotional content, but people don’t like paying for things either. According to recent data, 84% of business made from Facebook advertisements comes from mobile users – a platform which has yet to succumb to widespread ad block availability. Desktop use is another story, and Facebook is clearly ready to put their foot down.

On August 9th, Facebook announced that they have developed a sly means of causing ad blockers on desktop to fail, essentially whitelisting all the ads the user wished to censor. You’d think it wasn’t worth the effort if only 16% of business comes from desktop ads, but that still equated to a mighty ‘$998.2 million’ in Q2 2016.

So how will this affect you?

If you use Facebook on a mobile, don’t worry – this does not concern you. If you use Facebook regularly on a desktop and have implemented an ad blocker to stop Facebook from targeting you with ad content, well, we have bad news. Fortunately, it’s not all doom and gloom, as your social media overlords have kindly promoted the much underused ‘Ad Preferences tool’ which allows users to filter and block certain brands from targeting them with ads on their feed; how kind!

What do you make of all this? Are ads just a given part of your social media lifestyle or do they cause you to avoid the service? Let Rocketfish know on Facebook and Twitter.

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