Facebook now selling video ads targeted users will see

Facebook Inc said it would launch a service that will let advertisers pay for ads only when they are scrolled through from top to bottom on its news feed.

The tech-giant announced the update to its ad buying options today, less than 24 hours after WPP boss Sir Martin Sorrell called it out for its “ludicrous” viewability standards.

Facebook’s new offering: advertisers can choose to pay only for impressions generated when their entire ad is visible on the screen. Although the deal is inked, one source told AdExchanger that the actual implementation of the tags – which will roll out to video first, followed by news feed ads and Instagram ads down the line – likely won’t take place until later this year.

In any case, Facebook isn’t simply including another commercial measuring choice.

Facebook also announced a new relationship with ad analytics firm Moat, which will independently measure Facebook video ads.

It seems like an obvious concept – only charge for ads people can actually see – but viewability has been a sticking point for advertisers for years, especially when it comes to Facebook.

In a blog post, Facebook says: “While it remains our belief that value is created for an advertiser as soon as an ad is in view, we also believe in offering advertisers control and flexibility over how they run their ads”.

Facebook is saying it doesn’t necessarily think paying just for 100% viewable ads is the best option, but it’s willing to cave in and offer it to marketers if it’s what they want. Moat will verify both video ad views and how long consumers viewed the ads to assure marketers that they know how their video campaigns are performing.

With Moat on board, advertisers and agencies will be able to get independent verification for their desired flavor of viewability metric. We want viewability standards across clients and publishers that honor that position, and we want publishers to be held accountable by independent third-parties. In the marketing world, there have been debates about what should be considered “viewability”, because it’s done differently on Facebook compared with YouTube or Hulu. It is very encouraging to see Facebook joining the ranks of digital media partners who are setting themselves apart – and this commitment continues the momentum.