Facebook will begin testing ads on Apple TV and Roku devices

Adam Westlake - Nov 5, 2016
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Facebook will begin testing ads on Apple TV and Roku devices

If you thought Facebook already has enough presence on the screens of your various devices, get ready for one more: the TV. The social network behemoth is gearing up to expand its ever-growing advertising network with a test that will run video ads within certain apps on the Apple TV and Roku set-top boxes. The tests could start as early as next week, but there’s no word yet on a pre-determined video length.

A Facebook spokesperson told Recode that the tests will help determine “how to best deliver video ads through Audience Network to people watching content on connected TVs,” adding that their goal is to “bring relevant ad experiences to people both on Facebook and off.”

Now, these ads won’t be displayed overtop the Apple TV or Roku’s native interface, or within streaming video apps like Netflix. Rather, they’ll only appear within apps that already make use of advertising. Facebook’s tests will be limited to the US, and instead of showing real ad campaigns, the videos will be used to promote the social network’s own features, such as Facebook Live, or announcements from nonprofit partners.

That doesn’t mean users won’t be served with targeted video ads at some point down the road. The tests will involve using IP addresses and the Facebook account that’s logged into the set-top box, or logged in on other devices with the same IP address. So when Facebook eventually starts selling these ad spots to marketers, we can look forward to the same annoying advertisements we see on our phones and computers.

SOURCE Recode


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