Facebook is giving advertisers a bit more control over how they buy in-stream video ads within the news feed, through Audience Network and on Watch, its newly launched video tab.
In the past, advertisers that wanted to purchase in-stream placements delivered into ad breaks were required to run them in the news feed.
Starting Thursday, Facebook will decouple the buy, enabling advertisers to run ads only through Audience Network. They can also choose to bundle inventory or only buy in-stream video in news feed.
It’s something advertisers have been asking for, said Kate Orseth, a product marketing manager at Facebook.
Now that video supply is starting to catch up with demand – and Facebook is doubling down on its video investment – Facebook is in a position to nix the bundling requirement.
It’s common practice for Facebook to bundle inventory buys while waiting for demand to scale. For example, advertisers and agencies can now only buy Messenger ads, which rolled out in July, as part of a package deal with news feed inventory, not as a separate placement.
“Advertisers want the flexibility and control to buy ads in a way that makes sense for whatever their campaign goals and objectives are,” Orseth said.
But there’s another motivation behind the move: user behavior.
Continue reading »