A new update has been rolled out by Facebook for the Facebook Audience Network (FAN) wherein delivery of ad placements will be stopped that persuade in unintentional mobile ad clicks.
The company has said in a blog post that this is done with the objective to improve the experience of users and to provide more value to advertising campaign.
The change will particularly affect mobile advertisers, including what is being described by the company as “fat finger” ads, that creates a pop up window.
According to Facebook, signals about ad clicks will be analyzed more closely. For example if someone remains on the landing page for less than two seconds after clicked on the ad, than such a click will not be counted any longer.
Pause will also be put by Facebook on those ad placements that show abnormal behavior for instance inflated click through rates. The reason given for putting such a pause is that the ad itself are designed deliberately or poorly to get unintentional clicks.
To prohibit unintentional mobile ad clicks native ad policies have also been updated by Facebook, this includes prohibiting clickable white spaces on native ads. In its place the advertiser is required to click on an asset of advertiser.
Facebook’s business is growing on mobile, with its 87% of its total Q2 ad revenue coming from this channel. The company wants to ensure that the frustration of the user decrease in here.
Pop-up and interstitial mobile ads that designed particularly to trick the user or persuade them to click through bad interface have resulted in the installation of ad blocking technology.
This change will be damaging to publishers in the long run although they may get some benefit for a short while.
This change is among a number of them that have been taken by digital marketing giants like Google and Facebook. They have become more active in punishing ad formats that look undesirable by users.
Google has taken similar steps and it has installed a proprietary ad blocker on its web browser Chrome. It will pick up ads that are considered as unacceptable on the standards that have been set up by the Coalition for Better Ads.
These changes will ring alarm bells for ad publishers who earn a good amount of revenue from such types of ads. They stand a chance to be penalized and punished.