By Hossam Tewfik, Product Manager
Given the positive feedback and increased monetization seen from our testing of recirculation ads launched in June, we are now enabling publishers who currently use Facebook’s Audience Network to easily turn these ads on or off in the new monetization tab.
Previously, recirculation ads could only be turned on by inserting HTML code into each article’s markup. Publishers shared feedback with us that they wanted easier ways to control monetization in Instant Articles, which prompted us to build and launch the monetization tab. The first feature we are rolling out in this tab is a ‘one-click’ switch that will automatically turn on recirculation ads across a publisher’s articles. To locate the monetization tab, publishers can navigate to the “Instant Articles” section of “Publishing Tools” (see image below).
Publishers will be able to change this setting by clicking the box in the monetization tab. For any publisher that would like to opt certain articles out of recirculation ads, they can do so in the markup of those specific articles. More information on the technical details can be found here.
The Atlantic has been an early testing partner of recirculation ad units, and has seen promising results in terms of number of ad impressions and average CPMs. Read more about The Atlantic’s experience with Instant Articles here.
As always, our goal with ads in Instant Articles is to maintain the best reading experience for people, that drives revenue for publishers and performance for advertisers. Since the beginning of the year, publisher RPM (average revenue per 1,000 page views) has grown by over 50%, and is equal to or better than mobile web monetization for many publishers — even before accounting for the traffic lift generated from Instant Articles’ faster reading experience.
Today’s public rollout of recirculation ads and the launch of the monetization tab are direct responses to the feedback we have heard from publishers asking for additional opportunities and more control over how they monetize their content in Instant Articles. We are encouraged by the growth we’ve seen and will continue to be devoted to creating the tools needed to make the best decisions for publishers’ businesses.
If you are not currently using Instant Articles, you can get started here.