Facebook Just Made 2 Big Changes to Appease Advertisers on Viewability

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Brands have long lamented the possibility that Internet users don’t actually see the ads they pay for. Well, Facebook today introduced a premium buying choice that should quell some of that unease, offering marketers the option to pay for ads only when the entire unit appears on a viewer’s screen.

Until this change, advertisers were charged as soon as any piece of an ad appeared on a Facebook user’s screen. Now they will have the option to require full visibility before being charged at a higher per-view rate (which hasn’t yet been announced).

The development is part of a two-tiered announcement today by the Menlo Park, Calif.-based tech giant, which also revealed that it has tapped digital-measurement company Moat to check how often advertisers’ promos are seen on Facebook. While Moat is among several viewability-focused vendors that are accredited by the Media Ratings Council, inking this deal—which likely involves considerable sums of money in the near future—with Facebook appears to be the latest sign that Moat is leading its niche.

Read full article here. 

Debunking digital viewability’s big myths via @Digiday

viewabilityViewability, the industry’s latest bugbear, is a complex topic that’s changing the way publishers measure and price their inventory. So understandably, it has created its share of controversies and misconceptions.

Viewability, on face the face of it, is a no-brainer: An ad, no matter how attention-grabbing, can’t be effective unless someone sees it. But buying and selling on viewability, which comes with its own set of measurement hurdles, has proven to be far more contentious — and has inspired a long list of myths about the concept. Here are five of them.

Viewability’s elephant in the room: Will advertisers pay more? (via @Digiday)

cview-071613sAdvertisers have started loudly proclaiming that will no longer stand for anything less than 100 percent viewability when purchasing ads. And while publishers agree that this is a necessary development for the digital media industry, there’s a looming sticking point when it comes to how it will affect pricing.

Publishers want advertisers to pay more for viewable ads, while advertisers think it’s unfair to be upsold on ads that performed their intended duty of reaching online consumers. Sure there are disputes over standardization, but there’s serious tension when it comes to pricing.

Read full article here.