Social Media

During my years of experience in developing broad agency relationships with mid-to-large brands, it has become clear that as budgets become bigger, so the need for effi ciency, transparency and ROI measurement increases as well. But on their own, they are not enough.

Facebook made a big change in their advertising policies this week.

But they did it very quietly with a letter to display advertisers telling them that if you want Facebook traffic, you’d better be buying CPC.

The letter, sent out at the end of last week, told CPM advertisers that henceforth they, “will continue to receive impressions but may receive less clicks.”

And, “if your most important objective is to drive clicks on your ads, you should change your bids from CPM to CPC.”

As Facebook pushes to Win The Internet, its dazzling growth in usage is still to be reflected in profits, or even revenues. Accurate estimates of exactly what Facebook is bringing in are hard to come by but the best yet now comes from the Inside Facebook blog.