Facebook’s advertising team has published a new blog post outlining its views on, well, views. “Not all ad impressions are created equal. Increasingly, advertisers, publishers and advertising industry groups are adopting the position that it’s better to measure viewed impressions rather than served impressions,” it explains. 

The blog post sets out Facebook’s belief that measuring ads that are actually seen rather than simply “served” will “add an extra layer of analytical rigour, as well as common sense”. In a follow-up interview with TechCrunch, Facebook’s Brad Smallwood described the motivation behind the post as trying to “push the industry towards this concept of viewed impressions instead of served impressions”. Here’s an interesting comment from the post though: “We measure an ad impression the moment an ad enters the screen of a desktop browser or mobile app. If an ad doesn’t enter the screen, we don’t count it as an ad impression. In the next few months, we will apply similar standards to organic content from businesses.”

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