Facebook is taking steps to introduce a new prospecting product to help advertisers find new customers as well as to monetize Messenger in early-2017. Facebook continues to receive healthy advertiser demand indications for Dynamic Ads for Retail, which facilitates the connection of in-store merchandise with nearby users.
Facebook has in the past reported varying growth rates for not only ad impressions served but also pricing as it took steps to modify ad units. As we have noted in the past, this is exactly what Facebook should be doing ? driving value creation through continuous targeting and product improvements while at the same time mitigating consumer engagement deterioration risk. As the consistent feedback from advertisers has been that ROI on Facebook is vastly superior versus other sources of display inventory, the move to limit ad load growth will serve to drive price appreciation so long as the gap in ROI between Facebook and alternative platforms
remains healthy.
