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Facebook to stop charging for accidental clicks

Published 08/08/2017, 01:20 PM
© Reuters.  Facebook to stop charging for accidental clicks
  • In an effort to better serve the marketers that pay it, Facebook (FB +0.6%) is going to stop charging them for accidental clicks on ads.
  • That points to a shift from short-term profitability for customers toward more long-term value for publishers and advertisers, the company says.
  • To measure intention, Facebook is using an initial "bounce time" of two seconds -- meaning that ads with viewing time of less than that are "almost always" unintentional and won't be counted.
  • A change that could ripple out from this may be a reduction in tactics that users find annoying, such as invasive pop-up ads.
  • In a related change, Facebook will report gross impressions, which will include both billable and nonbillable traffic (such as from bots), and it will report ads that auto-refresh.
  • Now read: Facebook's Hardware Endeavor Will Drive Its Next Leg Of Growth


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