Dive Brief:

• After Facebook changed how it serves ads on desktop to circumvent ad blocking software earlier this week, popular ad blocking software company Adblock Plus has already figured out how to block ads served under Facebook’s new format.
• Internet users with the latest version of Adblock Plus should no longer see ads in Facebook's sidebar and News Feed, according to The Verge.
• According to Facebook, Adblock Plus’ workaround for its new ad serving format is also blocking some regular posts.

Dive Insight:

Just two days after Facebook launched its new ad block-proof way of serving ads, the leading ad blocking company has already cracked the code — dealing a big blow to the social media platform. 

"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," a Facebook spokesperson told the Verge. "This isn't a good experience for people and we plan to address the issue."

With more than 1.7 billion monthly active users, Facebook's dominance in the online advertising space gives the platform the reach with users and the authority with advertisers to find potential solutions to ad blocking. But if ad blockers are able to easily circumvent Facebook's solution to ad blocking, then the social media company won't get very far in its battle against the software. 

Facebook has long tried to balance a good user experience while providing value for its advertisers. Part of the company's move to fight ad blocking is to give users more control over the ads they are served, something consumers have indicated influences adoption of ad block tech. Facebook's move to take on ad blockers by improving the user experience was seen as a compromise way to fight an issue that's increasingly impacting the digital advertising industry. 

"When they're relevant and well-made, ads can be useful, by helping us find new products and services and introducing us to new experiences—like an ad that shows you your favorite band is coming to town or an amazing airline deal to a tropical vacation," Andrew Bosworth, Facebook's VP of ads and business platform, wrote in a blog post about the new approach to ad block tech. "But because ads don't always work this way, many people have started avoiding certain websites or apps, or using ad blocking software, to stop seeing bad ads. These have been the best options to date."