Because they are fighting the people that absolutely do not want to see advertisements whatsoever (most normal people I know do not have ad-blockers), which already makes them the least likely to be attracted by advertisements. If anything, those brands are souring their reputation anytime they are seen by those kind of people in a medium that those consumers find obnoxious.
You can make a similar argument that the RIAA/MPAA going after piracy is a waste of time. Again, focus on delivering value to actual customers.
If Facebook spent more time on making a friendly ecosystem / community I would be more open to signing back up again. Instead, it seems they are hyper-focused on advertisements at the expense of everything else.
"Delivering value to customers"? It's a website-cum-message board. There is no further value to deliver via software features; all of that work is going towards meeting the needs of advertisers.
And advertisers are asking them to show what they are doing to combat adblocking. FB isn't doing this to target customers least likely to convert, they're doing it to check a box for their ad sales team.
But there’s a trade off. Fewer ads better placed means fewer people likely to block them and more people likely to actually look at them instead of skim past. It’s also likely that the people who were blocking ads are less likely to click on them and thus (for some advertisers) lower value impressions anyway.
Revenue is (simplistically) the product of impressions and value per impression. It’s not therefore immediately obvious that moves like this actually do increase revenue for them, especially over the long term since one potential side effect of doing this is giving more ammunition to the ‘delete Facebook’ crowd.
> which already makes them the least likely to be attracted by advertisements. If anything, those brands are souring their reputation anytime they are seen by those kind of people in a medium that those consumers find obnoxious.
Facebook thinks otherwise. Between you and them, I suspect they are more likely to have some evidence or trials to support their position.
