They do this by adding a ton of useless markup and splitting words like "ad" into single-letter spans with random class names and 8-layer deep nests of `<div>` so it's very hard to write selectors against. One has to wonder how that div soup affects accessibility as I find it very unlikely that this content is presented nicely to assistive tools. I hope they get all the ADA suits they deserve for this.
I recently found this out the hard way. Instagram’s web app has a super annoying popup. To click the comments button for a post, your cursor has to pass over the username, which just happens to launch a profile preview with the “follow” button exactly where the comments button was, causing you to unintentionally follow the account.
I tried to block this popup with uBlock Origin to no avail. No matter what element I selected, it was still there. Finally fixed the problem by deleting my Instagram account.
A counter example: I got caught out by the deprecation/sunsetting of anonymous "old.reddit.com" yesterday but it turns out uBlock can filter out the ads, boilerplate, sidebars, join/login buttons etc on the main site. It's actually faster and more usable than the old site now.
Last I tried writing custom rules for Facebook was years ago, but they did have proper aria attributes, and uBlock origin does have selectors for text content. These are from 2020:
facebook.com##span:has-text(Suggested for You):xpath(../../../../../../../../../../../../../../../../../..)
facebook.com##div[aria-label="Sponsored"] span[aria-label="Sponsored"]:xpath(../../../../../../../../../../../../../../../../../../../../..)
facebook.com##div[aria-label="Sponsored"]:xpath(../../../../../../../../../../../../../../../../../../../..)
But can't they just use an xpath expression to test the computed text content of a node, like `/path/to/ad/div[contains(., 'sponsored')]`? In that expression, there could be any number of nested elements inside the terminal `<div>` and it wouldn't matter. (And you'd probably have to use a regex test to account for tricky white space.)
Worth a white paper to see which costs less energy, using Apple's built in LLM, or downloading and displaying all the FB ads using radio, playback, and screen animation energy.
Apple Intelligence? I mean, you're only processing for the time your "AI|browser|agent" is acting as a firewall between you and Meta. Cache locally after processing and filtering. Use alongside the accessibility API. LLMs can, in many cases, reliably solve CAPTCHAs. I find it difficult to imagine they cannot defeat Meta ad blocking countermeasures.
> I hope they get all the ADA suits they deserve for this.
So what you're saying is: you want Facebook to pay out something like $200M which is such a small amount it won't even realize, $170M will go to lawyers, everybody else gets $1.30.
The approach they should have taken is to start whitelisting the components that are not ads.
Think of how the structure of Meta is gonna work, there's some team in charge of ads who has a sub team now in charge of messing with the ads to stop them being blocked.
If you start whitelisting everything that isn't an ad you move the problem into an area the team in charge of blocking the ads don't have control over.
Highly unlikely the team in charge of stopping ad blocking has swing to then start changing the code of every other element on the page to break your non-ad white listing.
Over a decade ago, web framework and web site generation tooling had already ruined any kind of automated anything, as the frameworks and tools started using what amount to GUIDs for identifiers. I suppose the charitable take on why is as only machines needed to read it, and css styles and div IDs had become token gibberish anyway, so semantics were irrelevant.
Whether selecting for ads or content, one had to figure different ways of getting after it, whitelisting was already off the table.
We'd found "structure" could work, but had to be fuzzy and adaptive as marketing shuffles pages around constantly, not just on the whole, but for A/B runs and personalized "experiences".
So that seems back to, hey, models could help.
(Though none of them, to date, attain as high success as latest hand coded "reader" tools, worth inspecting for how this could be generalized.)
I've tried to write a tampermonkey script to at least block the Reels, but even that's hella difficult.
The solution is truly to just never be on Facebook, but - our local PTA only distributes news via Facebook. (There may be a Whatsapp group I don't know about, which isn't better.) So does the local library. If the township publishes things elsewhere, I don't know about it.
I use a service to convert some pages' feeds to RSS, which is semi-reliable, but doesn't work well and is a paid service if you want more than two feeds - I wish I could hand-roll something myself.
Facebook is trying so hard to defeat adblockers that the actual website is borderilne unusable. I have found in the past year or so that pages just get hung on "loading" transitional screens way more often, even in normal circumstances.
They need to surrender this whole anti-adblocker crusade because it will kill them in the long run (along with the billion other problems FB has)
Most activity on Facebook is via phone. I bet Facebook would prefer to get rid of the website entirely; the age of adding Facebook like buttons and comment sections to websites is long past. I can't think of anything that works on the website better than the phone app.
Same. FBP has been effectively perfect for over a decade now. I don't understand how uBlock Origin can't just take what FBP is doing and apply it there.
Very simple: just block all Meta domains at your local DNS. Nobody needs Meta. And if there is something you desperately need to see on one of their platforms temporarily switch your DNS.
Once LLMs get fast enough at processing real-time images Apple (or anybody really) can just roll out a browser rendering engine that just masks all ads. It will take a few years but the browser ad-business is in it's terminal phase.
It's amazing how people think Apple has a clean reputation because they've added a thin layer of indirection to their participation in the surveillance ecosystem.
The race of ending personal computing is there. I am sure big players want to control entire stack and users just sitting in front of dumb monitors consuming their ads.
If we're just talking about image based ads it would be easier to simply denylist every image on a page and only render alt-text until the user clicks to reveal it.
Worth noting though that Apple injects ads into the News app, which is just a webview, so it's certainly not them that will do this.
Such naïveté. The much more likely scenario is that AI is used to add or replace ads in a website in a way that's now impossible to remove. Running your own AI on the browser will be disallowed to "ensure a safe browsing experience".
Yes, it's a near-universal legal requirement that humans be able to tell if something is an ad or not. So once they sabotage that, they're in hot water.
Is there any enforcement of this? Like at all? All the review bots and bots promoting random crap on reddit say otherwise. Traditional media still pays lip-service to this, but only barely.
Cost issues aside yeah image embedding tech is really good and can already do tasks like this, LLMs with native image understanding are even better at it.
Reasons this wouldn't work are you'd really need to get it to a good enough and small enough model to run low energy use and very fast to not impact browsing. The other issue is it'll be a fixed target for a period of time so the ads could be tweaked to find how to get them through it.
It would be fun to train a small vision neural network to recognize ads instead of relying on HTML or network requests. I don't know if anyone has done this yet.
I have to admit that I never got to visit facebook in all my life, since my browser add-ons made it so the site would never properly load. I'm not sure whether I've been missing out or dodging a bullet.
If anybody want to take a crack at fixing and maintaining the issue, while the team has been worn out to the treads, they are still open to pull requests [0], here is the statement that is alluded to in the article:
>paintboth1234 uBO Team wrote:
>The project is FOSS. Anyone else who wants to deal with this disgusting site is free to make pull requests with working solutions themselves.
Maintain a list of recent ads blocked in that browsing session and redirect all the ads blocked during that session from previous sites visited, especially autoplaying videos, every time someone clicks on a Facebook link.
Facebook has made itself indispensable in a number of areas that are in the public interest and should be treated as a public good for these purposes.
Ads are pollution, and Facebook is forcing people to choose between ingesting pollution and using facebook marketplace, or throwing their used but functional goods in the garbage.
> IMO you shouldn't get to be in charge of a company just because it became successful.
In a macro sense, the prerogative there is really up to the public. Companies only exist in the first place because the public has granted them the legal and social framework to exist, and the public can adjust that framework as they so choose.
In a more specific sense, the math there changes once a company makes itself indispensable to the public good. There are any number of analogies I could run with, but I'll go with the analogy of a landfill. Suppose all the landfills in your city have been privatized, have a habit of burning garbage, and employ armed thugs to prevent any visitors to the landfill from wearing masks. If you've got a truckload of garbage to dispose of, you can either ingest burning garbage fumes, or dump it on the side of the road somewhere. It's absolutely in the public's interest to regulate the landfills' behaviour to prevent them from either burning garbage or from stopping people from wearing masks when they visit the landfill.
Assuming you insist on using facebook you can proxy it, using a simple script that removes all ads prior to serving. The problem of course is that this is not cheap. Easier to just not use facebook.
This is to an extent why facebook can make the ads harder to block, they control the ad infrastructure (or at least some of it) as well as the app infrastructure.
For many sites that is not the case, running adtech infrastructure is not even close to their primary business and taking the task on individually isn't worth the admin cost. Companies wanting to advertise don't just come along and say “my product is aligned with your content, could I pay for one of your advert slots?” because they don't want to just target the people who are actively looking at relevant content. They want to follow people who look at relevant content around like little stalkers, so the adverts can be put in front of you even when you've moved on to looking at less relevant content - and that requires tracking between sites which a smaller individual site can not do on its own or have the clout to negotiate a good exchange with other sites with.
Because the ad ecosystem has two sides. I used to think my ISP could just magically support IPv6 and didn't need routing protocols or peering agreements, too. (They support it now)
Websites with ads need to satisfy the ad buyers. This means running a bunch of JavaScript that's adversarial to the website and fingerprints both the website and the browser to determine where and to whom the ad is actually shown. It's like a cloudflare bot challenge is happening behind the scenes. Of course all this stuff doesn't happen on the website's own domain, or the website could manipulate it.
And the ad that's originally delivered might not actually be the ad, but might be a script that fetches the real ad from a different server, if the incentives line up that way. Imagine you have a contract to advertise on a site, but someone else wants to advertise on the same site and pays you to forward their ad. Ad margins are razor thin, you'll do this for $0.00001 profit per impression. And your buyer might be doing the same thing to their customer. It's all a huge mess.
I think that just goes to prove that content providers and ad providers could defeat ad blockers if they worked together. (And perhaps made the ads less offensive so people don't have motivation to block them.)
uBlock filter list authors are however also not going to spend as much effort as they have been spending on Facebook on every random site that is currently covered by generic rules that catch entire ad networks.
In ye old days, you had newspapers who sold ads, and had to at least satisfy their customers. What the newspaper advertised reflected on the newspaper, and where the advertiser advertised, reflected on the advertiser. Now we have a situation where no one is accountable. Spammy ad sites are a thing, because there isn't that direct relationship between advertiser and website.
Advertisers don't trust websites to display their ads. If a site takes full control of their ads experience and hosts everything first-party I agree it's hard to block (site can keep changing things to thwart the ad blocker), but then it's also hard for the advertisers to see whether they're being ripped off. Which means most won't advertise on the site, and the site makes much less money than if they remain in the current ad ecosystem (even counting that some ads will be blocked).
(I used to work in this area, but my knowledge is ~4y out of date)
Most sites are not in business of running ad marketplace. They are in content production and SEO(as in pulling views). I don't think at scale they could operate it would be worth to be ad marketplace. Or would they get the customers(advertisers).
Content based ads work fine for this. If you have a site about some topic, advertisers for that audience can just pay you some amount to put their ad in your posts or embed an image.
Networks are only necessary if you want to run new ads for every year or tie into their browsing history or other algorithmic stuff. But if someone wants to pay you 3k to run a banner ad for a few weeks that would be pretty easy to just embed.
> Most sites are not in business of running ad marketplace.
You don't have to run a marketplace. Back then, people were calling via phone to put an ad into the newspaper. The same concept can still apply today.
You can just place an ad _where you actually want it_ instead of having a shitty decision engine decide it for you. Marketing budgets are messed up all over the place since social media, because they're really inefficient in finding the customers that actually wants to buy their stuff.
If you don't believe me, just take a look at facebook, they're trying to shove ads up your feed 99% of the time. It's a feed of ads, not a feed of "friends" anymore. Good luck trying to catch the 1% of posts that were actually the reason why you used the platform in the first place.
I mean the ultimate solution is block fecebook entirely and any and all its other companies/domains, but I think the best approach is not to block ads, but to block everything and only let the text and other useable html code out, that can’t be countered as your filter is not going after specific match they try to hide behind some long tags, rather than blocking all and just pass the readable useful buttons.
They do this by adding a ton of useless markup and splitting words like "ad" into single-letter spans with random class names and 8-layer deep nests of `<div>` so it's very hard to write selectors against. One has to wonder how that div soup affects accessibility as I find it very unlikely that this content is presented nicely to assistive tools. I hope they get all the ADA suits they deserve for this.
I recently found this out the hard way. Instagram’s web app has a super annoying popup. To click the comments button for a post, your cursor has to pass over the username, which just happens to launch a profile preview with the “follow” button exactly where the comments button was, causing you to unintentionally follow the account.
I tried to block this popup with uBlock Origin to no avail. No matter what element I selected, it was still there. Finally fixed the problem by deleting my Instagram account.
Best move you could have possibly done.
A counter example: I got caught out by the deprecation/sunsetting of anonymous "old.reddit.com" yesterday but it turns out uBlock can filter out the ads, boilerplate, sidebars, join/login buttons etc on the main site. It's actually faster and more usable than the old site now.
Small win.
>I got caught out by the deprecation/sunsetting of anonymous "old.reddit.com" yesterday
It appears to still be up for me. ??
It's A/B tested across IP ranges, geolocated regions, etc. I got it super early and it sucks being locked out for the past 2-3 weeks now.
[delayed]
How do you filter it out? Do you select each element individually?
“A strange game. The only winning move is not to play.”
Last I tried writing custom rules for Facebook was years ago, but they did have proper aria attributes, and uBlock origin does have selectors for text content. These are from 2020:
But can't they just use an xpath expression to test the computed text content of a node, like `/path/to/ad/div[contains(., 'sponsored')]`? In that expression, there could be any number of nested elements inside the terminal `<div>` and it wouldn't matter. (And you'd probably have to use a regex test to account for tricky white space.)
> so it's very hard to write selectors against
This sounds perfectly matched for an on-device LLM?
The power cost of doing this widely would be staggering, surely?
Worth a white paper to see which costs less energy, using Apple's built in LLM, or downloading and displaying all the FB ads using radio, playback, and screen animation energy.
Local models are not the same as the giant ones in data centers. They're in about the about the same ballpark as running a AAA game on max settings.
Sure, it's more computationally-expensive than running an HTML selection, but it's also not "staggering" by any reasonable stretch.
I think “staggering” is a pretty accurate way of putting it if blocking ads is in the same ballpark as running a AAA game on max settings.
Depending on the model, I’m guessing it’s dwarfed by just about any electron app
Apple Intelligence? I mean, you're only processing for the time your "AI|browser|agent" is acting as a firewall between you and Meta. Cache locally after processing and filtering. Use alongside the accessibility API. LLMs can, in many cases, reliably solve CAPTCHAs. I find it difficult to imagine they cannot defeat Meta ad blocking countermeasures.
EFF: Adversarial Interoperability - https://www.eff.org/deeplinks/2019/10/adversarial-interopera...
> I hope they get all the ADA suits they deserve for this.
So what you're saying is: you want Facebook to pay out something like $200M which is such a small amount it won't even realize, $170M will go to lawyers, everybody else gets $1.30.
That seems like how it might pan out.
Could you not just go after the deeply nested spans? I assume they aren't messing up everything else like that.
Based on inspect element on their homepage, they probably are.
Blacklisting facebook.com at the DNS level has worked pretty well for me.
That works, but is not really blocking the ads.
I agree. We should call that "blocking the bads" since the overwhelming majority of things served from that domain are bad.
facebook ads are indeed blocked.
you sure about that?
The approach they should have taken is to start whitelisting the components that are not ads.
Think of how the structure of Meta is gonna work, there's some team in charge of ads who has a sub team now in charge of messing with the ads to stop them being blocked.
If you start whitelisting everything that isn't an ad you move the problem into an area the team in charge of blocking the ads don't have control over.
Highly unlikely the team in charge of stopping ad blocking has swing to then start changing the code of every other element on the page to break your non-ad white listing.
>Highly unlikely the team in charge of stopping ad blocking has swing...
OT but I think I learned a new term today.
Swing. In oil and gas we would call that suction so for future reference:
Swing = Suction
Over a decade ago, web framework and web site generation tooling had already ruined any kind of automated anything, as the frameworks and tools started using what amount to GUIDs for identifiers. I suppose the charitable take on why is as only machines needed to read it, and css styles and div IDs had become token gibberish anyway, so semantics were irrelevant.
Whether selecting for ads or content, one had to figure different ways of getting after it, whitelisting was already off the table.
We'd found "structure" could work, but had to be fuzzy and adaptive as marketing shuffles pages around constantly, not just on the whole, but for A/B runs and personalized "experiences".
So that seems back to, hey, models could help.
(Though none of them, to date, attain as high success as latest hand coded "reader" tools, worth inspecting for how this could be generalized.)
Can't they mimic the structure of legit content to get passed on the whitelist?
I've tried to write a tampermonkey script to at least block the Reels, but even that's hella difficult.
The solution is truly to just never be on Facebook, but - our local PTA only distributes news via Facebook. (There may be a Whatsapp group I don't know about, which isn't better.) So does the local library. If the township publishes things elsewhere, I don't know about it.
I use a service to convert some pages' feeds to RSS, which is semi-reliable, but doesn't work well and is a paid service if you want more than two feeds - I wish I could hand-roll something myself.
Facebook is trying so hard to defeat adblockers that the actual website is borderilne unusable. I have found in the past year or so that pages just get hung on "loading" transitional screens way more often, even in normal circumstances.
They need to surrender this whole anti-adblocker crusade because it will kill them in the long run (along with the billion other problems FB has)
Most activity on Facebook is via phone. I bet Facebook would prefer to get rid of the website entirely; the age of adding Facebook like buttons and comment sections to websites is long past. I can't think of anything that works on the website better than the phone app.
I use a browser extension called F.B. Purity. It's worked across multiple browsers for years.
https://www.fbpurity.com/
There's a concern that the developer of FB-purity passed away: https://www.reddit.com/r/facebook/comments/1tw2sf9/real_conc...
I was gonna say that uBlock still works for me on facebook, but yea I forgot I had purity quietly working for me for all those years
Same. FBP has been effectively perfect for over a decade now. I don't understand how uBlock Origin can't just take what FBP is doing and apply it there.
Best solution is to never use any of those useless apps ever again.
Very simple: just block all Meta domains at your local DNS. Nobody needs Meta. And if there is something you desperately need to see on one of their platforms temporarily switch your DNS.
Once LLMs get fast enough at processing real-time images Apple (or anybody really) can just roll out a browser rendering engine that just masks all ads. It will take a few years but the browser ad-business is in it's terminal phase.
Given that Safari doesn't even have a built-in ad-blocker, I doubt Apple will be leading the charge on this.
Such a move would also presumably be incompatible with Apple's highly lucrative search engine deal with Google.
It's amazing how people think Apple has a clean reputation because they've added a thin layer of indirection to their participation in the surveillance ecosystem.
The race of ending personal computing is there. I am sure big players want to control entire stack and users just sitting in front of dumb monitors consuming their ads.
Safari was the first to cripple adblockers and went further than ManifestV3, but it seems their reputation will never catch up to that.
If we're just talking about image based ads it would be easier to simply denylist every image on a page and only render alt-text until the user clicks to reveal it.
Worth noting though that Apple injects ads into the News app, which is just a webview, so it's certainly not them that will do this.
You're trying to stop ads because they're malicious but you think they'd be honest with their alt text?
Ignoring that users care deeply about images so a browser that did this would be considered broken from the get go.
I wonder what percentage of images even has meaningful alt-text.
If it doesn't have alt text it can't have been that important as an image, I guess.
Apple sells ads too; increasingly across its surfaces.
This is the first and only use-case for LLMs that I am genuinely excited about.
Such naïveté. The much more likely scenario is that AI is used to add or replace ads in a website in a way that's now impossible to remove. Running your own AI on the browser will be disallowed to "ensure a safe browsing experience".
Yes, it's a near-universal legal requirement that humans be able to tell if something is an ad or not. So once they sabotage that, they're in hot water.
I was under the impression that America had very few legal restrictions on ads at all.
Is there any enforcement of this? Like at all? All the review bots and bots promoting random crap on reddit say otherwise. Traditional media still pays lip-service to this, but only barely.
You anticipate a large language model to understand visual queues for an advertisement?
Cost issues aside yeah image embedding tech is really good and can already do tasks like this, LLMs with native image understanding are even better at it.
Reasons this wouldn't work are you'd really need to get it to a good enough and small enough model to run low energy use and very fast to not impact browsing. The other issue is it'll be a fixed target for a period of time so the ads could be tweaked to find how to get them through it.
Cues, not queues. And yes that sounds workable.
It would be fun to train a small vision neural network to recognize ads instead of relying on HTML or network requests. I don't know if anyone has done this yet.
Oh the irony: https://ibb.co/NnxGJyr1
that's not irony.
Man, am I happy that I deleted my Facebook. No regrets.
I have to admit that I never got to visit facebook in all my life, since my browser add-ons made it so the site would never properly load. I'm not sure whether I've been missing out or dodging a bullet.
You have missed nothing.
If anybody want to take a crack at fixing and maintaining the issue, while the team has been worn out to the treads, they are still open to pull requests [0], here is the statement that is alluded to in the article:
>paintboth1234 uBO Team wrote:
>The project is FOSS. Anyone else who wants to deal with this disgusting site is free to make pull requests with working solutions themselves.
[0] https://www.reddit.com/r/uBlockOrigin/comments/1vgcjg5/about...
Hot take: uBlock origin could insert even MORE ads into Facebook? Discouraging people to use Facebook, and also make some money on the side.
(this is a joke obviously, but boy that would be fun and against the T&C)
Maintain a list of recent ads blocked in that browsing session and redirect all the ads blocked during that session from previous sites visited, especially autoplaying videos, every time someone clicks on a Facebook link.
That would be funny.
This doesn't set a good precedent unfortunately... Hello to that Google guy that just got tasked to do the same with Youtube.
This is a perfect use case for AI, no?
My setup: separate profile for Facebook. Targeted advertising turned off. FB domains blocked on main profile.
Not perfect, but it works.
I'm not saying this is a rallying call to help but...
So basically Facebook ads won and we are doomed
The immediate fix to this is regulatory action.
Facebook has made itself indispensable in a number of areas that are in the public interest and should be treated as a public good for these purposes.
Ads are pollution, and Facebook is forcing people to choose between ingesting pollution and using facebook marketplace, or throwing their used but functional goods in the garbage.
IMO you shouldn't get to be in charge of a company just because it became successful.
Facebook is allowed to make ads show on their own product.
I hate their product, but it's theirs.
> IMO you shouldn't get to be in charge of a company just because it became successful.
In a macro sense, the prerogative there is really up to the public. Companies only exist in the first place because the public has granted them the legal and social framework to exist, and the public can adjust that framework as they so choose.
In a more specific sense, the math there changes once a company makes itself indispensable to the public good. There are any number of analogies I could run with, but I'll go with the analogy of a landfill. Suppose all the landfills in your city have been privatized, have a habit of burning garbage, and employ armed thugs to prevent any visitors to the landfill from wearing masks. If you've got a truckload of garbage to dispose of, you can either ingest burning garbage fumes, or dump it on the side of the road somewhere. It's absolutely in the public's interest to regulate the landfills' behaviour to prevent them from either burning garbage or from stopping people from wearing masks when they visit the landfill.
My solution to this was just to stop using Facebook.
Though evidently someone's cut a deal because Facebook groups is all over Google search results these days.
Well clearly you'll need to stop using Google search too
We've been circling that since "thing reddit" became the most optimum search.
I use the “natural” method for blocking Facebook ads.
Original reddit post: https://www.reddit.com/r/uBlockOrigin/comments/1vgcjg5/about...
This barf bag of a company is making the internet a war zone. If at all possible, the best you can do is to never touch their toxic mess.
Blocking ads sounds like a job for AI
Assuming you insist on using facebook you can proxy it, using a simple script that removes all ads prior to serving. The problem of course is that this is not cheap. Easier to just not use facebook.
I'm keen to see this simple script, and to understand why it's simple given that ublock origin finds it hard.
I don't understand why websites don't just take ownership of ads. Then it will be impossible to block them.
This is to an extent why facebook can make the ads harder to block, they control the ad infrastructure (or at least some of it) as well as the app infrastructure.
For many sites that is not the case, running adtech infrastructure is not even close to their primary business and taking the task on individually isn't worth the admin cost. Companies wanting to advertise don't just come along and say “my product is aligned with your content, could I pay for one of your advert slots?” because they don't want to just target the people who are actively looking at relevant content. They want to follow people who look at relevant content around like little stalkers, so the adverts can be put in front of you even when you've moved on to looking at less relevant content - and that requires tracking between sites which a smaller individual site can not do on its own or have the clout to negotiate a good exchange with other sites with.
Because the ad ecosystem has two sides. I used to think my ISP could just magically support IPv6 and didn't need routing protocols or peering agreements, too. (They support it now)
Websites with ads need to satisfy the ad buyers. This means running a bunch of JavaScript that's adversarial to the website and fingerprints both the website and the browser to determine where and to whom the ad is actually shown. It's like a cloudflare bot challenge is happening behind the scenes. Of course all this stuff doesn't happen on the website's own domain, or the website could manipulate it.
And the ad that's originally delivered might not actually be the ad, but might be a script that fetches the real ad from a different server, if the incentives line up that way. Imagine you have a contract to advertise on a site, but someone else wants to advertise on the same site and pays you to forward their ad. Ad margins are razor thin, you'll do this for $0.00001 profit per impression. And your buyer might be doing the same thing to their customer. It's all a huge mess.
I think that just goes to prove that content providers and ad providers could defeat ad blockers if they worked together. (And perhaps made the ads less offensive so people don't have motivation to block them.)
It's ironic how trust would solve the issue and ads would become impossible to remove. Trust comes at a huge premium of course.
Really shows how shady the whole industry is, even to itself.
uBlock can filter arbitrary elements from a website, no chance that every company spends as much as facebook on making writing rules hard
uBlock filter list authors are however also not going to spend as much effort as they have been spending on Facebook on every random site that is currently covered by generic rules that catch entire ad networks.
Trust?
In ye old days, you had newspapers who sold ads, and had to at least satisfy their customers. What the newspaper advertised reflected on the newspaper, and where the advertiser advertised, reflected on the advertiser. Now we have a situation where no one is accountable. Spammy ad sites are a thing, because there isn't that direct relationship between advertiser and website.
Advertisers don't trust websites to display their ads. If a site takes full control of their ads experience and hosts everything first-party I agree it's hard to block (site can keep changing things to thwart the ad blocker), but then it's also hard for the advertisers to see whether they're being ripped off. Which means most won't advertise on the site, and the site makes much less money than if they remain in the current ad ecosystem (even counting that some ads will be blocked).
(I used to work in this area, but my knowledge is ~4y out of date)
Most sites are not in business of running ad marketplace. They are in content production and SEO(as in pulling views). I don't think at scale they could operate it would be worth to be ad marketplace. Or would they get the customers(advertisers).
Content based ads work fine for this. If you have a site about some topic, advertisers for that audience can just pay you some amount to put their ad in your posts or embed an image.
Networks are only necessary if you want to run new ads for every year or tie into their browsing history or other algorithmic stuff. But if someone wants to pay you 3k to run a banner ad for a few weeks that would be pretty easy to just embed.
> Most sites are not in business of running ad marketplace.
You don't have to run a marketplace. Back then, people were calling via phone to put an ad into the newspaper. The same concept can still apply today.
You can just place an ad _where you actually want it_ instead of having a shitty decision engine decide it for you. Marketing budgets are messed up all over the place since social media, because they're really inefficient in finding the customers that actually wants to buy their stuff.
If you don't believe me, just take a look at facebook, they're trying to shove ads up your feed 99% of the time. It's a feed of ads, not a feed of "friends" anymore. Good luck trying to catch the 1% of posts that were actually the reason why you used the platform in the first place.
It's easy, just block every Facebook owned domain there is. Works for me.
Where do you get the list of "every Facebook owned domain"? Can you share?
A quick search on Kagi turns up a ton of them. Here you go: https://github.com/jmdugan/blocklists/blob/master/corporatio...
I mean the ultimate solution is block fecebook entirely and any and all its other companies/domains, but I think the best approach is not to block ads, but to block everything and only let the text and other useable html code out, that can’t be countered as your filter is not going after specific match they try to hide behind some long tags, rather than blocking all and just pass the readable useful buttons.