Facebook's Key to Conquering the World: Beating the Ad Blockers

As marketers, publishers and users get caught in the crossfire

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Facebook is determined to defeat ad blockers. Daniel O'Leary

The most aggressive force in ad-blocking technology is pitted against the world's mightiest social network. The stakes have never been higher for both parties. And there seems no end in sight, as Adblock Plus continues to attack Facebook with the bloody ferocity of a Mongol horde.

Last month, it looked like trouble for Eyeo GmbH, the Cologne, Germany-based maker of the popular ad-blocking software—and tormentor of digital publishers and advertisers everywhere—after Facebook introduced coding that made it impossible to wipe out its desktop display ads.

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