Earlier this week, Facebook made an announcement on its new update to adblocking and user experience, and quite frankly, that’s probably one of the best things to happen to Facebook users since the advent of digital advertising.

In a bid to stop seeing annoying ads with zero relevance, a lot of people have turned to the number one savior AdBlockers. But in as much as this is a perfect solution for the general internet user, for brands and advertisers, it’s plain nightmare because it means whether or not you’re doing targeting the right way, your audience just won’t see your ads because, ADBLOCK!

According to Senior analyst Paul Verna of eMarketer.com, Ad blocking is a detriment to the entire advertising ecosystem, affecting mostly publishers, but also marketers, agencies and others whose businesses depend on ad revenue. The best way for the industry to tackle this problem is to deliver compelling ad experiences that consumers won’t want to block.

And so, because advertising is Facebook’s primary source of revenue, Adblock is also a problem for them and they have decided push back against ad blocking software and instead provide an alternative where Facebook users can choose ad preferences and decide what kind of Ads they see. So actually, it’s a win – win solution. As advertisers are able to reach the exact right audience rather than wasting budget on an audience that would never interact with them and users are happy because they’re shown brands and ads that are relevant to them. This way both brands and customer get value for their money and experience.