Martin Beck says, “Facebook is adjusting its advertising policies for Instant Articles, after publishers complained that they were having trouble generating enough revenue from the content posted with the new feature.

The social network will now allow publishers to serve more ads within articles and to sell Facebook-only campaigns, the Wall Street Journal reported today.

The new policy will allow placement of one ad for every 350 words, instead of the 500-word threshold that was previously enforced. Additionally, Facebook has created a new tool that will automatically place ads every 350 words within Instant Article content. That will ensure maximum ad load is reached for each article and avoid publishers “leaving money on the table by under-serving ads,” Facebook Instant Article product manager Michael Reckhow told the Journal.

By dropped the restriction against selling Facebook-only campaigns, Facebook is giving publishers the option to sell Instant Article ads at a premium. Previously, there was no way to single them out; publishers had to package such ads with inventory across their other online properties“.

Facebook Bows To Publishers, Will Serve More Ads In Instant Articles

Marketing Land

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