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Brands have long lamented the possibility that Internet users don't actually see the ads they pay for. Well, Facebook today introduced a premium buying choice that should quell some of that unease, offering marketers the option to pay for ads only when the entire unit appears on a viewer's screen.
Until this change, advertisers were charged as soon as any piece of an ad appeared on a Facebook user's screen. Now they will have the option to require full visibility before being charged at a higher per-view rate (which hasn't yet been announced).