iWorld
Facebook to reduce unintentional ad clicks, announces new metrics
MUMBAI: Facebook, last October, outlined what it will take to create a healthy advertising ecosystem: great experiences for people, meaningful business results for advertisers, and sustainable growth for publishers.
Ad placements that are built to drive unintentional clicks run counter to that goal. While they can be profitable for publishers, they fail to deliver good experiences for businesses or people. For advertisers, these kinds of unintentional clicks can drive down the value of their campaigns.
Over the next few months, Facebook will be making updates to stop delivering to ad placements that encourage unintentional clicks. These updates include policy clarifications on unintentional clicks, product changes to invalidate these clicks, and proactively pausing implementations that exhibit abnormal click behavior.
Removing unintentional clicks from Audience Network: When browsing across the web or in an app, ads may pop up in places that cause people to accidentally click on them.
Facebook is no longer counting Audience Network clicks where people “bounce back” in under 2 seconds. FB found that these clicks are almost always unintentional.
Total campaign impressions: FB is providing two new metrics to offer clarity on the number of ads shown to people including gross impressions, auto-refresh impressions.
Utilizing Signals About Intentional Clicks
To understand if a click is intentional, one of the metrics FB looks at in FB delivery models and quality detection systems is “drop off rates” — the time a user spends on the landing page of an ad. Facebook found that people who click on an Audience Network ad and spend less than 2 seconds on a destination page almost always clicked accidentally. Moving forward, FB will no longer count clicks categorised as unintentional. Facebook will continually refine and adjust this threshold as Facebook gathers more data and signals.
Pausing Implementations with Abnormal Behavior
Publishers sometimes create ad experiences that fail to deliver true advertiser value. This can be due to implementation error, or because the ad is in the wrong flow of the app experience. When Facebook sees abnormal behavior, such as an inflated click-through rate (CTR), it will automatically pause placements to protect people and advertisers. Facebook also inform publishers so they can make necessary changes.
Clarifying FB Policies
FB also heard from publishers that they want more examples of FB policies, and specifically how to create better native ad experiences. So it recently updated FB policies with clear examples to avoid unintentional clicks (https://developers.facebook.com/docs/audience-network/policy), and went a step further by introducing a new policy that prohibits clickable “whitespace” on native ads. By requiring users to click on an advertiser asset, FB expects to see further reduction in unintentional clicks.
Going forward, FB will be experimenting with more ways to reduce the number of unintentional clicks by looking further into bounce rates, additional metrics, and trying to prevent users from accidentally clicking in the first place.
iWorld
Shemaroome acquires complete OHO Gujarati content library
Platform adds over 30 original web series, starting with Pratik Gandhi’s Vitthal Teedi.
MUMBAI: Shemaroome has just hit the jackpot in the Gujarati entertainment space and this time, it’s a full house of regional stories. Shemaroo Entertainment has announced the acquisition of the entire content library of OHO Gujarati for its OTT platform ShemarooMe. This first-of-its-kind consolidation significantly strengthens the platform’s position in Gujarati digital content.
The deal brings more than 30 original Gujarati web series to ShemarooMe, featuring work from over 450 local actors. It builds on the platform’s growing focus on high-quality, culturally rooted regional storytelling.
Shemaroo Entertainment Ltd., chief operating officer for Digital Business Saurabh Srivastava said the acquisition will make compelling Gujarati stories more accessible to viewers across India and the world. “With our strong connection to Gujarati audiences, we believe these stories can travel far and create an exciting entertainment offering,” he noted.
The first title from the acquired library will stream on Shemaroome from 10 April. It is the acclaimed series Vitthal Teedi, starring Pratik Gandhi in his first and only Gujarati web series role to date. Set in 1980s Saurashtra, the character-driven drama follows a small-time gambler navigating personal ideals against harsh realities. The soundtrack features contributions from Aditya Gadhvi, Jigardan Gadhavi and Geeta Rabari.
This strategic acquisition aligns with Shemaroo’s broader digital growth approach focusing on sustainable expansion and deeper engagement with regional languages through a mix of originals and curated content.
For Gujarati entertainment lovers, Shemaroome has just rolled out the red carpet or should we say, the traditional dhabli for a rich new wave of authentic stories. The platform is clearly betting big that when it comes to regional content, more is indeed merrier.
