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

Obama: Trump is "jealous of COVID's media coverage"

Former President Barack Obama launched a blistering attack on President Trump while campaigning for Joe Biden in Orlando on Tuesday, criticizing Trump for complaining about the pandemic as cases soar and joking that he's "jealous of COVID's media coverage."

Driving the news: Trump has baselessly accused the news media of only focusing on covering the coronavirus pandemic — which has killed over 226,000 Americans so far and is surging across the country once again — as a way to deter people from voting on Election Day and distract from other issues.

Wisconsin Democrats: Don't return absentee ballots by mail

Signs for Joe Biden are seen outside a home in Coon Valle, Wisconsin, on Oct. 3. Photo by KEREM YUCEL via Getty

Wisconsin Democrats are urging voters to return absentee ballots to election clerks’ offices or drop boxes after a Supreme Court decision on Monday prevented the state from extending its deadline for counting absentee ballots, The New York Times reports.

Why it matters: 1,344,535 of the 1,706,771 Wisconsin voters who requested absentee ballots have returned them, according to the Times. The remaining 366,236 could prove critical in the battleground state, where President Trump won by a thin margin in 2016.

Dan Primack, author of Pro Rata
Updated 2 hours ago - Economy & Business

Winter coronavirus threat spurs new surge of startup activity

Illustration: Sarah Grillo/Axios

U.S. coronavirus cases and hospitalizations are surging, with cold weather arriving before even the best-case scenario for a widely distributed vaccine. Now we're also beginning to see an increase in coronavirus-related startup funding, focused on both testing and pharma.

Driving the news: Gauss, a Silicon Valley computer vision startup focused on health care, tells Axios that it's raised $10 million to accelerate development and commercialization of an at-home rapid antigen test for COVID-19.