Facebook to let marketers pay only if whole ads are seen

Facebook is not the only company that has seen the potential in ads.

Facebook is developing a service that will let advertisers pay for ads only when a user scrolls through the ad from top to bottom on its news feed. That means that marketers will only be billed where ads appear fully on the screen of a user.

Stephen Deadman, global deputy chief privacy officer for Facebook said: “We’re introducing an additional way for people to turn off this kind of advertising from the ad settings page right on Facebook”.

Facebook announced the launching of a new ad-buying option designed for advertisers who are willing to pay only for those ads that are seen by users.

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. But with the new option Facebook is now offering advertisers the ability to buy only ads that are completely visible on screen. GroupM takes it a step further, demanding that 100% of the ad be in view for video, with audio on and autoplay off. Until now, Facebook was unwavering in its stance that ads be classified as viewable the instant any part of the ad enters the screen. Advertisers can already retarget their site visitors on the platform: FAN and LiveRail, the mobile video ad platform that Facebook acquired a year ago , both harness demographic and other targeting data available in Facebook to target ads on third-party apps. People manipulate how Internet ads work for business gains. While the two companies will begin their alliance with the video ad measurement, in the coming months they may expand their deal to cover other ads on a user’s News Feed and possibly on Instagram as well.

The move is an attempt to combat growing criticism of ad viewability metrics, which many brands and advertisers feel is not an accurate way to measure the success of campaigns. Many have complained that they pay high rates to huge companies like Facebook and Twitter for ads that don’t get sufficient viewability. However, a few things haven’t impressed Facebook’s advertising community and they have always been calling for the company to make appropriate adjustments.