Feb 10, 2017

Facebook adds 3 new video-buying options

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

American carnage

Protesters race up a hill to avoid tear gas in Philadelphia, June 1. Photo: Mark Makela/Getty Images

The list of victims has swiftly grown since George Floyd died in police custody just eight days ago.

The big picture: Protests against police brutality have turned into a showcase of police brutality, with tear gas and rubber bullets deployed against crowds. The police have the arsenals at their disposal, but we're also seeing law enforcement officers becoming targets.

McConnell blocks resolution condemning Trump's actions against peaceful protesters

Senate Majority Leader Mitch McConnell (R-Ky.) blocked a resolution introduced by Minority Leader Chuck Schumer (D-N.Y.) on Tuesday that would have condemned the use of tear gas and rubber bullets against peaceful protesters outside the White House on Monday in order to allow President Trump to walk to St. John's Church.

What they're saying: "Justice for black Americans in the face of unjust violence, and peace for our country in the face of looting, riots, and domestic terror. Those are the two issues Americans want addressed," McConnell said on the Senate floor.

George W. Bush breaks silence on George Floyd

Goerge Bush in Michigan in 2009. Photo: Bill Pugliano/Getty Images

Former President George W. Bush (R) wrote in a statement Tuesday that he and his wife, Laura, are "anguished" by the death of George Floyd, and said that "it is time for America to examine our tragic failures."

Why it matters: It's a stark juxtaposition when compared to fellow Republican President Trump's response to current civil unrest. While Trump has called for justice in Floyd's death, he's also condemned protestors and threatened to deploy military personnel if demonstrations continue.