Yesterday, Facebook offered a glimpse into its philosophy for counting ad impressions, unveiling that the company doesn’t think that ads should be charged unless and until a real person sees it.
While, it’s a common concept for advertising industry groups to count ‘served’ impressions, Facebook instead counts on ‘viewed’ impressions.
Here is the difference between viewed and served impressions –
Viewed Impressions – It counts impressions only, if the ad gets displayed on a user’s screen.
Served Impressions – As far as an ad renders somewhere on the pages, it’s considered as an impression, even though the ad displays somewhere on the page that a user never sees.
Facebook describes why it measures viewed impressions vs. served ad impressions:
“At Facebook, we think that viewed impressions are a better way to observe ad delivery. The reason is extremely simple. If an ad is viewed by users, it has a good chance to get the value for an advertiser. Due that we use viewed impressions to count ad delivery across the mobile and desktop.”
Facebook goes on to explain it that an ad is considered as viewed the moment it’s displayed in a mobile screen or desktop. If an ad is technically displayed but not actually viewed, then it’s not counted. Those similar conditions will be soon applied to organic content published by businesses.
Anybody who visits Facebook regularly can admit the fact that various ads get displayed over each day, so there are still a lot of ads being charged for, which are getting overlooked.
The approach of not charging for the ads which are never seen at all seems to be a good initiative taken by Facebook. The company includes that ‘our research displays that value will be added as soon as ads will be viewed by users, even though only some portion of the ad was checked for a long period of time.’