Facebook has added a new option for ads ‘below-the-fold’ on recommended articles. This new option will be available to all marketers going forward, allowing the company to fit more total ads onto their sites and apps. These ads have been tested since March, and are now rolling out to everyone. Throughout the testing phase, they found that having ads on this page created an incremental increase on the total amount that publishers were making.
The company is listing these as ‘native’ ads, though they really don’t fit the strict definition since they are on the page along with content, and not the content of the page itself. The ads have the very familiar photo and link format that is seen throughout other Facebook locations.
Publishers who use Facebook to promote their content are not obligated to add in these types of advertisements to their pages. If they do choose to use them, however, they will be limited to this one format. Video ads with links are not (at least for now) permitted on this page.