Facebook to Deprecate Sponsored Stories Ads

Anne Garcia - June 24, 2013

Last month we announced that Facebook was testing new, larger ad formats on its social network. Now Facebook is saying that it will cut its 27 ad products by more than half within the next six months in order to simplify advertising on the network.

Sponsored Stories contain a social context to the advertisement as they inform a Facebook user if their friends have engaged with the advertiser on the platform. They typically appear in the right-hand column of pages throughout Facebook, and are also eligible to appear in a user’s News Feed. Sponsored Stories can be shown to Facebook users who already “like” an advertiser’s page or to users whose friends “like” an advertiser’s page. In addition, Facebook users can like the advertiser’s Facebook Page directly from the ad unit or they can click through to the advertiser’s page.

Some of the various Sponsored Stories options are:

  • Page Like Story — shows when a user’s Facebook friend likes the advertiser’s brand.
  • Page Post Story — content is pulled directly from a post on an advertiser’s Facebook page.
  • Sponsored Ad — ad content can be customized and advertisers can send users to a Facebook Page or an external URL.

Facebook also plans to deprecate Facebook Questions and Online Offers as soon as July.

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