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Paul Sakuma / AP

  1. Completed-view buying: Advertisers can pay for video ads that have only been viewed in their entirety, for any duration up to 10 seconds.
  2. Two-second buying: Advertisers can pay for video ads whose pixels load a least 50% of the way and are viewed for at least two seconds, which is compliant with industry standards.
  3. Sound-on buying: Ad buyers will have the ability to buy ads with the sounds on.

Why it matters for transparency: Facebook apologized in September for inflating video engagement metrics up to 60% for two years by counting a view as zero seconds, instead of three seconds. The discrepancy cost publishers millions of dollars, and it rattled the publishing industry's trust in Facebook.

The pressure's been mounting: Procter and Gamble -- the world's largest advertiser -- said in February they would no longer work with publishers that didn't comply with industry viewability standards. Although not a direct condemnation, industry insiders took the message as a warning for Facebook.

Why it matters for revenue: Because there isn't much room for Facebook to expand its user base or ad inventory, Facebook will needed to come up with more competitive and lucrative buying options, especially for video. Including a sound-on video buying option is also an important update, because it allows Facebook to be more competitive in winning ad campaigns against Snapchat, who's video ads are watched roughly 60% with the sound on.

Go deeper

Updated 2 hours ago - Politics & Policy

Giuliani associate Lev Parnas convicted of campaign finance crimes

Lev Parnas, a former associate of then-President Donald Trump’s personal lawyer Rudy Giuliani. Photo: Stefani Reynolds/Bloomberg via Getty Images

Florida businessman Lev Parnas was convicted Friday on charges of conspiracy to make foreign contributions to political campaigns, according to multiple outlets.

Why it matters: Prosecutors said Parnas, then an associate of former President Donald Trump's personal lawyer Rudy Giuliani, funneled over $150,000 from a Russian businessman into U.S. campaigns as part of an effort to land licenses in the U.S.'s legal cannabis industry.

Supreme Court agrees to hear challenges to Texas abortion law

Photo: Saul Loeb/AFP via Getty Images

The Supreme Court on Friday agreed to hear two cases challenging Texas' abortion law, which bans the procedure as soon as six weeks into pregnancy, but left the law in place in the meantime.

Why it matters: The court is moving extraordinarily fast on the Texas cases, compressing into just a few days a process that normally takes months. And that schedule means the court will take up Texas' ban a month before it hears another major abortion case — a challenge to Mississippi's own 2018 ban on abortions after 15 weeks.

Officials warn 5 key tech sectors will determine whether China overtakes U.S.

Illustration: Aïda Amer/Axios

U.S. intelligence officials responsible for protecting advanced technologies have narrowed their focus to five key sectors: artificial intelligence, quantum computing, biotechnology, semiconductors and autonomous systems.

Why it matters: China and Russia are employing a variety of legal and illegal methods to undermine and overtake U.S. dominance in these critical industries, officials warned in a new paper. Their success will determine "whether America remains the world’s leading superpower or is eclipsed by strategic competitors."