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Facebook tweaking advertising policies to accommodate publishers

  • Facebook is changing
    the advertising policies for its Instant Articles platform, bowing to publishers’
    demand, the
    Wall Street Journal
    reported.
  •  
  • The company agreed to
    the changes after publishers complained that restrictions made it too difficult

    • Facebook is changing
      the advertising policies for its Instant Articles platform, bowing to publishers’
      demand, the
      Wall Street Journal
      reported.
    •  
    • The company agreed to
      the changes after publishers complained that restrictions made it too difficult
      for them to generate revenue from content they posted to the social network’s
      new feature, the report said.
    •  
    • According to
      Facebook’s Instant Articles product manager Michael Reckhow, the company was
      making the changes in response to feedback it got from publishers.
    •  
    • “We’re
      continuing to listen to publishers about what they want from Instant Articles,
      and we’re going to continue to do this. This is one step forward but we will
      continue to listen,” Reckhow was quoted as saying.
    •  
    • Facebook said on
      December 9 that it will allow publishers to include more advertising in each
      article and to sell Facebook-only ad campaigns to marketers if they wish.
    •  
    • Publishers also will
      have the option to highlight and link to specific content hosted on their own
      sites from the “related articles” section at the bottom of Instant
      Articles templates, including branded or sponsored posts.
    •  
    • Instant Articles,
      which rolled out to all iPhone users in October, allows media companies to
      publish content directly to Facebook instead of posting links on the
      social-media site to draw users back to their own websites.
    •  
    • Around 100 publishers
      are now using Instant Articles on a daily basis to distribute content.
    •  
    • One complaint from
      media companies was that they could only place one ad for every 500 words they
      published in an Instant Article. Now, Facebook is reducing that threshold to
      one ad for every 350 words, the
      WSJ
      report said.
    •  
    • Another challenge for
      publishers was that they were not permitted to sell Facebook-only campaigns.
    •  
    • Facebook is removing
      that restriction, which could allow publishers to pitch Instant Articles ads to
      marketers at a premium, if they wish.

     

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