Facebook's Plan B: New Ads in News Feed
The addition of the ad unit will not change the total number of ads people see in their News Feeds
Facebook announced that advertisers would be able to pitch members directly from the News Feed with less holistic messages that direct people outside of the social network's walled garden. The launch, which Facebook is calling a "small alpha test," brings Facebook Exchange-targeted (FBX) ads, which are special ad units served to members based on their online browsing behavior, to the desktop version of News Feed for the first time.
The addition of the ad unit will not change the total number of ads people see in their News Feeds, the company said. Previously, Facebook allowed advertisers to run FBX-delivered ads on the right-hand side on the desktop. This unit's format, called "Page post link ads" in Facebook speak, is more familiar to traditional display ad buyers than Facebook's own native ad unit, the Sponsored Story, because advertisers can tap their own user intent data for targeting purposes and direct people to outside landing pages, instead of Facebook Pages, for conversion-tracking.
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