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Technology / Networks

Facebook to cut down ad options to simplify marketing tools

Facebook is dropping several types of advertisements on its website as part of its efforts to simplify the system which is said ‘confusing’ the marketers.

The social networking site will still show ads within users’ newsfeeds and on the right-hand side of its web pages, while reducing the options that allow marketers to opt for those so-called ad units.

Facebook Ads product manager Fidji Simo said that the company has realised that even though every ad product is really good on its own, the whole is less than the sum of its parts.

"It should really be simpler," Simo said.

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As part of the modifications, advertisers will now have to select from six or seven objectives rather than earlier process of choosing from a list of 27 different ad units.

According to the social networking site, the streamlined system would not impact pricing on its ads, while advertising forms 85% of its revenue.

In addition, advertisers are also allowed to show ads based on users’ Web browsing history via tools that enable them to better measure ad effectiveness.

The changes will retain earlier process of allowing marketers to select ads that run only on mobile devices or on PCs.

This article is from the CBROnline archive: some formatting and images may not be present.

CBR Staff Writer

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