Publishers Get More Ad Placement Flexibility in Facebook Instant Articles

Starting next week, ads can be placed up to every 250 words within Instant Articles, down from 350

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Publishers that include advertising within their Facebook Instant Articles will soon have more flexibility when it comes to placement.

Product manager Harshit Agarwal announced in a Facebook Media blog post that starting next week, ads can be placed up to every 250 words within Instant Articles. That limit had previously been every 350 words.

Agarwal added that publishers will be able to manually place ads or opt for automatic placement at every 250, 350 or 500 words, saying of the update:

As part of the Facebook Journalism Project, we’ve been in ongoing conversations with the news industry to better serve the needs of publishers and people engaged in news on Facebook. We’ve heard from publishers that having more flexibility and control over their business strategies on our platform is important. One way we’re evolving our products to grant more control is with an update to monetization in Instant Articles.

Over the past year, we’ve made a series of updates to monetization options in Instant Articles, in order to make the program a valuable part of publishers’ businesses. However, monetization solutions are not one-size-fits-all. Publishers have told us that different ads experiences—particularly the number of ads in an article—may be right for different audiences or pieces of content. David Cohen is editor of Adweek's Social Pro Daily.