fb ad Server Atlas Doubles Down On Serving Video And Native advertisements
facebook introduced on Monday that it is shutting down a buying platform that the company had been checking out because remaining year, via its advert server, Atlas. The move comes after fb discovered the program was affected by low-price promoting—in large part due to the recognition of banner advertisements—which means that marketers have been wasting ad greenbacks on content that didn’t appeal to enough eyeballs.
fb’s VP of advert tech, Brian Boland, told the guidelines that his crew “noticed a ton of waste, a ton of fraud” from the banner advertisements being served with the aid of this system; they found that these kinds of commercials were often delivered to bots, somewhat than actual users. In an Atlas blog submit, the advert-tech staff printed that the 2 codecs that did provide “significant value” were native and video advertisements. As Boland told industry Insider, those formats were seven times more a success than banner advertisements.
although fb has abandoned its current advert-buying platform, the corporate sooner or later plans to create person who focuses as a substitute on serving high-value native and video ads, in keeping with the tips. In doing so, fb could have a leg up on Google’s DoubleClick, which dominates the advert server area but used to be constructed for computer somewhat than mobile units.