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Facebook is all set to bring video ads to its Instant Articles platform

01/04/2016

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Facebook is making additional changes to its advertising policies for its Instant Articles product and will now enable publishers to add video ads into their content over the platform.

Facebook said it would allow publishers to place a single ad unit at the bottom of every Instant Article; that could increase ad impressions by up to 20 percent.

Publishers are already able to sell and display ads themselves inside Instant Articles. They get 100 percent of the resulting ad revenue from this. But if they give the space to Facebook to sell, then Facebook takes a 30 percent cut. Video ads are, therefore, a move on Facebook’s part both to bring publishers on side and also to increase its own advertising business.

It’s the latest evolution for the Instant Articles program, which allows publishers to host content directly on Facebook instead of posting links to direct users back to their own websites. Facebook said Instant Articles will be available to all publishers from April 12.

Publishers will soon be able to place both auto-play and user-initiated video ads within Instant Articles, said Mr. Roberts, Instant Articles product manager at Facebook.

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