Back to News for Developers

Ads Policies Update

March 30, 2016ByZack Hendlin

Thanks to feedback from partners worldwide, we are pleased to share several updates to our ads product and policies. The goal of these updates is to expand available ads inventory and improve overall yield for publishers, while maintaining a great reading experience for people.

  1. Expanded options for direct sold ad formats: We will support direct sold 300x250 video ads (sound-off or click-to-play) and animated ads (provided the animation stays within the iframe). We are committed to creating a fast and engaging reading experience on mobile, including ads. We will not support any ad formats that block content or that expand, collapse or move around the screen.

  2. Update to ad placement guidelines: In addition to the current Ads Experience policies, publishers can include an additional ad at the bottom of an article, provided that multiple ads do not appear on the same screen view. Based on testing, this increased average ad load per article by +20%.

  3. Enhancements to Audience Network: We have rolled out native ads rendering on Android devices in addition to iOS devices, meaning ads load faster and more reliably - creating a better experience for readers and driving value for publishers and advertisers. We are also building video and carousel ads for Audience Network in Instant Articles, expanding the options for native, high value and engaging ad formats for our publishing partners.

To take advantage of these ads policy and product updates, publishers will need to:

  • Direct sold premium ad formats: You will need to configure your ad server to deliver approved video or animated ad units into the 300x250 web view within Instant Articles. Note that animated ads and click to play video will be supported immediately, and autoplay video ads will be supported over the coming weeks. We will update the developer documentation when this is ready.
  • Update to ads placement guidelines: For publishers manually controlling ads placements, you will need to include an additional placement tag in the RSS feed markup to realize the benefits. For publishers using the Automatic Ads Placement feature, this will take effect immediately with no action required.
  • Enhancements to Audience Network: Updates will happen automatically, with no action required from publishers.
  • General best practices to maximize yield: We recommend using the Automatic Ads Placement feature and using the Audience Network to backfill any unfilled ad slots for publishers who direct sell ads into Instant Articles.
    • The Automatic Ads Placement feature optimizes ad placement for both direct-sold and Audience Network ads within the Instant Articles policies framework. To learn more, read this blog post.
    • Audience Network brings relevant, native ads with people-based targeting from Facebook's 3 million advertisers. For publishers who direct sell ads, integrating with Audience Network to monetize any unsold or unfilled ad slots within Instant Articles ensures maximum ads fill rate and improves yield.

You can find the updated policies at:

To learn more visit the developer documentation details on the Instant Articles developers site.