Wells Fargo's Weekly Internet Ads Takes: Facebook Platform Tweaks Aimed At Marketers & More
In a report issued Monday, Wells Fargo analyst Peter Stabler provides a few weekly takes on the Internet ads space. Some of the most relevant developments include:
- Facebook Inc (NASDAQ: FB) announced it is adjusting its cost-per-click ad fees, significantly changing the company’s ad product. Clicks now include “clicks to websites and apps, and not likes, shares and comments,” the expert explains.
- The firm believes this modification will allow direct response marketers to compare Facebook campaigns with “other direct response spending across competitive sites” more easily.
- Yellow Pages (OTC: YLWDF) is launching new display add solutions for both web and mobile, aimed at leveraging its internal and third party data sources.
- Facebook is also expanding its News Feed preferences, allowing users to “prioritize posts and improve the discovery of pages from publishers, artists and businesses,” the note expounds.
- The improved features lead to higher personalization, which, in turn, provides both the company and marketers with extra engagement indicators from users.
- The experts at Wells Fargo believe this only accentuates the “philosophical gab” between Facebook and Twitter Inc (NYSE: TWTR), as the latter’s unfiltered timeline has resulted in “many users’ frustration with a poor ‘signal to noise’ experience.”
Shares of Facebook and Twitter are up on Monday.
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