LAHORE (News Desk) – If you have been using an ad-blocker to dodge advertisements on Facebook, there is bad news for you as the social media network has announced to modify the way ads are loaded into the desktop website to ensure that every user sees the promotional content.

According to media reports, Facebook is going to make its advertisements indistinguishable from the content on user timelines by removing the signifiers, which will leave ad-blockers ineffective.

Andrew Bosworth, Facebook’s vice president of engineering for advertising and pages, in a statement, explained that the company’s move is not aimed at enhancing the revenues but only principled stance against the ad-blockers which diminish public’s power to connect with others.

“Facebook is a free network and ads support our mission of giving people the power to share and making the world more open and connected,” he went on to say while adding “This isn’t motivated by inventory; it’s not an opportunity for Facebook from that perspective, we are doing it more for the principle of the thing.”

He claimed that ad-blockers are “certainly bad for the publications who are robbed of half of the value exchange between users and publishers”.

Meanwhile, Facebook is also working to make its ads more personalised and relevant to the users by giving them control to see whichever advertisement they want to watch. The network is expected to soon introduce an improved version of its ad preferences tool.

Tech experts say that following the Facebook’s move to change the way ads are loaded into the desktop website, the only way for ad-blockers will be to analyse the content of the ads, which is a costly and laborious process. 

It is also worth mentioning here that Facebook’s 84% advertising revenue comes from mobile devices and any modification to its desktop website will result in a very little increment in its overall earnings.