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Facebook’s Instant Articles to let publishers display ads more frequently

Facebook, which had announced Instant Articles (IA) in April, is now allowing media companies to place one ad for every 350 words, as opposed to the previous one ad per 500 words, reports WSJ. For this, it is also launching a tool to automate the placement of ads to ensure maximum ‘ad load’ for every 350 words. The company will also allow publishers to highlight and link to specific content hosted on their sites from ‘related articles’ (like branded or sponsored posts) at the bottom of Instant Articles’ templates. Facebook will also give publishers the ability to manually control the links to other articles, but will not be able to host sponsored content directly within IA on Facebook. Along with this, it is removing a restriction where publishers couldn’t sell Facebook only campaigns, instead requiring to package IA ad space with other inventory across their websites. Now, publishers can pitch IA ads to marketers at a premium if they wish to do so. The social networking platform is making the changes by the end of this week, in order to help the publishers generate more revenue on the platform, which were apparently making it difficult for publishers to generate revenue. The company added that Instant Articles were ranked the same as other content in a user’s newsfeed and that they could be prioritised over links to publishers’ sites. We’re not certain as to how a user can differentiate between IA and other articles from publishers on the platform and outside…

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I'm a MediaNama alumna from 2015-16 (remember TinyOwl?) now back to cover e-services like food and grocery delivery, app based transport and policies, platforms and media in India.

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

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