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After Facebook convinced publishers to go all-in on exclusive content with Instant Articles, it hopes advertisers will do the same.
In a presentation at Cannes Lions this week, Facebook's chief product officer Chris Cox showed ad buyers mock-ups of a new mobile format that takes over a screen after a user clicks on it from the news feed. Once a promo is expanded, it turns into a browsable mini-website. (Re/code published a video of what a Michael Kors ad reportedly looks like.)