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Cost-per-impression (CPM) advertisers on Facebook have recently been told by the company that they may see fewer click-throughs on their ads due to pending changes in its performance advertising system.
In a letter sent out to advertisers on the system earlier today, Facebook also said that advertisers bidding for ad inventory on the site may soon see more clicks. We asked for more details. The company isn’t saying what the specific changes are, only that factors like ad placement on the site will remain unaffected.