Facebook making ads viewable has sparked some concerns that brands’ advertising will become compromised. I’ve also noticed speculation that viewable ads will create real-time marketing opportunities for brands. For example, an automotive dealer may notice the details of a competitor’s Independence Day advertising on its Facebook page and adjust its own sale terms accordingly. Or, a retailer may notice a competitor offering a free shipping deal and follow suit.

But the concerns seem premature, and opportunities may not be plentiful. For one thing, Facebook isn’t making available proprietary details about a brand’s ads such as targeting, budgeting or spend. Facebook is simply making viewable ads connected to a brand’s page. Moreover, such ads are viewable only when someone is on a brand’s page, thus limiting their reach.

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