ThruPlay—an optimization option in which advertisers only pay for video ads that are watched to completion, for at least 15 seconds—is now the default optimization for video views campaigns on Facebook.
The social network introduced ThruPlay last September for all video placements in Facebook, Instagram and Facebook Audience Network—including in-stream, Stories and News Feed—saying at the time that ThruPlay was an effective way to reach people who chose to view the full ad, as they have the option of skipping or scrolling past video ads, particularly in News Feed and Stories.
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