Mar 10, 2017

Facebook's short-term solution to a long-term Instant Articles problem

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Facebook announced it will update the way publishers can optimize ads at article level within Instant Articles feature, placing ads more frequently in articles, now up to every 250 words instead every 350 words.

This is a response to publishers that have complained to Facebook that its one-size fits all advertising platform inhibits them from making more money when articles are redistributed.

Why it matters: This is Facebook's way of appeasing some publishers, who are concerned about monetizing scale in the short-term. The problem is, as Facebook knows, that scaling the number of ads so that publishers can continue to monetize scale is a poor way to drive engagement and brand loyalty in the long-run. Facebook knows this, but is adding more frequent and customizable ads to allay the concerns of publishers who have short-term revenue needs.

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Coronavirus cases rise, as more Americans on cruise confirmed ill

Data: The Center for Systems Science and Engineering at Johns Hopkins, the CDC, and China's NHC; Note: China refers to mainland China and the Diamond Princess is the cruise ship offshore Yokohama, Japan. Map: Danielle Alberti/Axios

A U.S. public health official confirms more than 40 Americans on the Diamond Princess cruise ship off Japan have coronavirus, while the remaining U.S. citizens without symptoms are being evacuated.

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The Trump campaign has invested most of its advertising budget to date on Facebook, testing thousands of versions of ads per day to maximize its spending.

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Trump's revenge tour has the House in its sights

Illustration: Aïda Amer/Axios. Photo: Saul Loeb/Getty Contributor

In the lead-up to the 2018 midterm elections — buoyed by Republican control of both chambers — President Trump viewed campaigning for the House as a lower-tier priority and instead poured his energy into rallying for the Senate.

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