On a blogpost published yesterday, Facebook broke some super important news: From now on it will be focusing on creating a mechanism that will detect how many views your ad unit actually receives and not how many impressions are served. Sounds impressive, right?
Also Read: Are Your Facebook Ads Relevant?
Facebook‘s rationale behind this is simple; If an ad is really viewed, then the chances of it being translated into a purchase action are greater. The difference between the traditional scheme (served impressions) versus the proposed one is that with the latter, an impression was registered regardless of your ad being placed on a popular position (top right spot) or was lost at the end of the page.
If you like our stories, there is an easy way to stay updated:
Follow @wersm
Served impressions are convenient, as they don’t have many analytical layers, but they are inaccurate. Facebook claims that its new standard will be developed by tracing when an ad unit enters the screen (desktop or mobile) of a user. The main main advantages of Facebook‘s “viewed” impressions systems are the following:
- – Facebook claims that research shows that value is created as soon as an ad is seen, even if only a portion of the ad was seen for a brief period of time.
- – Facebook measurement standards will be applied across all interfaces (mobile and desktop) and ad types, allowing for easy cross-media measurement and comparison.
- – Using viewed impressions as the standard makes it easier for Facebook‘s ad delivery system to ensure that advertisers pay a fair price for the real business value their ads create. Only viewed ads will be charged.
While this new standard has not been fully applicable, Facebook is working closely with advertisers and Media Rating Council (MRC) to bring it a step closer to production.
This new feature come just days after another announcement from the social network, about its ‘Ads Relevance’ tool, which help advertisers understand how effective their ad units are. Apparently, the social network wants to make every penny spent worth for advertisers. Does this mean higher costs? Probably. Is it worth it? Definitely.
You can find more details here.
Related Stories:
- How Did Superbowl Ads Use Social Media?
- What Is Best For You? Compare Google and Facebook Ads
- Facebook Launches Hyper-Local Ads
You might also like
More from Facebook
Facebook BARS Is A New App For Aspiring Rappers From The NPE Team
Facebook New Product Experimental team has announced a new app built to help aspiring rappers create and share their work.
Facebook And Instagram Introduce Cross-App Messaging
Facebook and Instagram have introduced cross-app messaging, letting users from one app find and message you on the other.
Facebook Oversight Board Publishes Decisions On First Cases
Back in December, Facebook's independent Oversight Board took on its first cases. Its decisions on these cases are now published.
Facebook Continues To Lose Users In The US And Canada
Facebook’s daily active users decline for a second quarter in the United States and Canada, caused by user fatigue and …
Facebook Launches Facebook News Portal In The UK
Facebook is starting to roll out Facebook News in the UK, a destination in its app featuring curated news from …
Facebook Revamps Access Your Information On iOS And Android
Facebook has announced a revamped version of its Access Your Information tool, making it easier for users to find and …
Facebook Bans Donald Trump Indefinitely From Its Platforms
Following the recent events in Washington DC, Facebook CEO Mark Zuckerberg has announced an indefinite ban on Donald Trump from …
New Facebook Pages Come Without A Like Button
Facebook is rolling out a new design for Facebook Pages. It comes with new features, but without a Like button.
New Year’s Eve 2020 Sets New Records For Use Of Facebook Apps
Facebook was expecting a traffic spike on its apps over New Year's Eve, but this year broke all previous records …
