COLOGNE/MOUNTAIN VIEW: Viewability and adblocking continue to be pressing themes for advertisers, with Facebook introducing 100% in-view ads and adblocking apps already among the top paid apps bought through Apple's App store.

The new option being offered by Facebook ups the stakes in the viewability debate and follows hard on the heels of Sir Martin Sorrell's attack on the "ludicrous" measurement standards applied to video ads.

"While it remains our belief that value is created for an advertiser as soon as an ad is in view, we also believe in offering advertisers control and flexibility over how they run their ads," the social media giant explained in a blog post.

The new buying option will be available for every type of ad delivered in News Feed, including text, photo, link and video ads, The Drum reported.

Meanwhile, within a day of the launch of Apple's latest operating system, iOS 9, adblocking apps were rapidly rising to the top of the paid download charts in many countries.

In the US, for example, Peace had displaced the Minecraft gaming app from the number one spot, Marketing Land reported, while Purify featured at number five with Blockr further back.

This can hardly be a surprise to the world of advertising, however, as was demonstrated by Ben Barokas, founder of adtech business Sourcepoint, during a talk at last week's Dmexco event in Cologne.

When he asked how many people in the audience had an adblocker, more than half the room raised their hands, Advertising Age reported. "Wow, you make your living from advertising and also use ad blockers," he exclaimed.

Unsurprisingly, since his business has an interest in it, he advocated native advertising as one possible solution.

Or advertisers could create better content. "If a toilet paper [brand] creates content around remodelling a bathroom, a lot of people want to see that," he said.

Data sourced from Advertising Age, Marketing Land, The Drum; additional content by Warc staff