In just 10 years, Facebook has become a pioneer in finding the right way to make digital ad revenue but not at the expense of their audience. Instead of bombarding users with hundreds of ads, Facebook has figured out that fewer ads that respect consumer privacy are more productive. This is how they're fighting ad-blocking.
Article source: https://techcrunch.com/2016/09/10/facebook-isnt-just-fighting-ad-blockers-its-fighting-the-underlying-causes-of-blocking/
Photo source: By Derzsi Elekes Andor (Own work) [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons