Facebook this week reported a 37% increase in ad impressions compared to this time last year and 6% decline in ad costs. The growth in ad impressions were driven primarily by Facebook News Feed Ads, Instagram Stories Ads and Instagram Feed Ads, said Facebook CFO David Wehner during the company’s third quarter earnings call.
“The year-over-year decline in average price per ad was primarily driven by the ongoing mix shift towards geographies and Stories Ads which monetize at lower rates,” said Wehner.
Wehner also confirmed, during the Q&A section of the call, that certain ad optimization efforts resulted in an increase in ad load on Instagram.
