In an effort to make its ad units more friendly to marketers, Facebook announced on Thursday it planned to streamline its offerings from 27 to roughly half that figure.
Facebook also plans to axe Offers for online deals, though it plans to keep Offers for offline deals and is bringing elements of Sponsored Stories into a more generalized unit that will include social information like Likes and comments on the top of the ad. Though there won’t be an option for a “Sponsored Story,” the social element of Sponsored Stories will be available in most ad units. Some of the changes will start in the next few weeks, but others won’t be available until the end of Q3.
Brian Boland, director of monetization product marketing, said the change was driven by advertiser feedback, rather than the ongoing growth of mobile. “An advertiser’s going be an expert on how they think about mobile,” he said. “Advertisers can still target who they want to target but be able to do that in a way that’s easier, more aligned to their objectives and more measurable.”