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by jsonne
2573 days ago
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I think we're arguing semantics here. For context I also have bought FB natively and through a DSP for about 8 years. The phenomenon that you're referencing is what I was talking about with earned/organic impressions versus paid impressions. I assume you're buying fixed cpm on your secondary vendor? Again what is happening is people are sharing the ad or tagging people in the comment section. Those would be earned impressions and would increase your reach but that doesn't mean FB doesn't charge based on CPM. If I'm buying a magazine ad and someone showed that magazine ad to their friend that doesn't mean the magazine wouldn't still sell that ad slot on a CPM basis. I understand why it would seem they would charge on a different basis than CPM at first glance but I assure you that isn't the case. As for engagement and video views completion that's all well and good but that's an optimization option rather than a charging basis. By all means my job would be much simpler though if Facebook only charged me on a conversion basis though haha. I suspect we're at an impasse but you really should reconsider your position and look at the nuance between earned/organic impressions you get from an ad and paid impressions. As an aside one thing we do agree on is the abysmal video completion rate. |
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