Facebook announced it will limit the number of ads run by a page at any time. Evan Klein, software engineer at Facebook, explained in a post what will happen. “In mid 2020, we are implementing a limit on the number of ads each Page can run at the same time. The ad limits will impact just a small percentage of advertisers, and we plan to share more details about the limits early next year. We’re implementing ad limits because very high ad volume can hinder an advertiser’s performance. With too many ads running at the same time, fewer ads exit the learning phase and more budget is spent before the delivery system can optimize an ad’s performance.”
So, Facebook would not limit its revenue, as it might seem. Still, they realized that running to many ads usually leads to worse the ad performance. It would reduce overall ad spend, as the big advertisers not being pleased with the results would mean a slow down in their spend.
As Klein emphasized, the change will only impact a small number of brands. The Page’s ad volume could be monitored via the new Ad Volume API, starting mid 2020. The recently released API update also includes the removal of some video ad metrics. Also, some updates to the messaging options for companies disapeared.
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