Good news, advertisers! Social media giant Facebook (NASDAQ:$FB) announced plans to stop charging advertisers when users click on advertisements by accident.
The Menlo Park, California-based company said that it will stop making advertisers using the Facebook Audience Network pay for ads that users didn’t actually mean to click on. Based on what Facebook has stated, accidental clicks are those for which a user bounces back after roughly two seconds. However, Brett Vogel, Facebook product marketing manager, did state that the company could increase or decrease that viewing time in the future.
“We see this as positive because while unintentional clicks can sometimes be short-term profitability for publishers, they don’t allow us to build value for advertisers or deliver long-term goals for publishers as a sustainable business,” Vogel said.
Even though some publishers are worried that this change will hurt their bottom line, Vogel believes that the “vast majority” will not be affected, as their ads aren’t driving a sufficient number of unintentional clicks. Additionally, Vogel said that Facebook has decided to make this change for the good of the ecosystem.
“Unintentional clicks end up delivering really poor experiences for people and advertisers,” Vogel said. He added, “It’s not a good path for publishers to build sustainable businesses.”
Further, the social network announced its plans to make new ad metrics available, as it has been making a wide push around this. These metrics will include gross impressions, auto-refresh impressions, and gross auto-refresh impressions.
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