LOS ANGELES — In a move that is reminiscent of AOL’s “Project Devil” initiative a couple of years ago, Facebook is embarking on a push to reduce the overall ad clutter and boost the performance — and price — of its advertising.
The initiative, which was disclosed by Drew Huening, associate director-social channel at Publicis’ VivaKi during the closing panel at OMMA RTB here, involves reducing the number of ad units available from six “smallish” ads to two “larger” ads on a user’s page.
“Very preliminary numbers show how that radical change in inventory is playing out,” Huening said, sharing some proprietary VivaKi data indicating very positive results, reducing clutter, improving clickthroughs and boosting the price per ad sold by Facebook.
Read the rest at Facebook Begins Reducing Number Of Ads: Boosts Price, Performance 07/25/2014.
