Facebook generated over $700m of its revenue from adblock users

Tyrone Stewart

FacebookFacebook is said to have generated $709m of its advertising revenue from showing ads to adblock users on desktop, after implementing tamper-proof technology last year.

The $709m figure relates to Facebook’s ad revenue in Q2 2017, and not the company’s just-released, impressive Q3 figures. Either way, according to PageFair – despite many attempts to hack Facebook’s advertising technology from the likes of Adblock Plus creator Eyeo – Facebook has managed to secure almost three quarters of a billion dollars from serving ads to people that are using adblockers.

The substantial amount generated from serving ads to adblock users is entirely from desktop, despite the large majority of Facebook’s revenue shifting from desktop to mobile. I.e. mobile ad revenue represented around 88 per cent of Facebook’s more than $10bn revenue in Q3 2017.

“All websites can emulate this strategy. Facebook shows that websites can convert the adblock audience from a revenue threat to a revenue generator,” said Johnny Ryan, head of ecosystem at PageFair.

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