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BizReport : Advertising : October 17, 2014


Facebook ad revenue and bug bounty increase

Facebook's users may not be too thrilled at the plethora of new ads making their way on to timelines but, according to marketing software firm Kenshoo, marketers have embraced new ad opportunities on the social network.

by Helen Leggatt

According to Kenshoo's latest quarterly 'Search and Social Snapshot: Q3 2014', Facebook ad budgets have increased 81% YoY and revenue from the network's ads has risen 162% YoY.

Marketers are reaping the rewards with click-through rates climbing 148% YoY, a significant amount compared to search growth which came in at 23% YoY, albeit an all-time-high.

"As evidenced by the continued increases in spend and performance, marketers increasingly see the value in leveraging paid search and social to create powerful complementary campaigns," said Aaron Goldman, chief marketing officer of Kenshoo.

"Marketers running their campaigns through Kenshoo benefited greatly with significant gains in click-through rate and revenue compared to this time last year."

Meanwhile, Facebook announced this week that it plans to offer large incentives to white hat hackers that discover and report flaws in the network's ad platform. This they can do through Facebook's bug bounty program. For the rest of this year, Facebook is offering finders double bounties for flaws found in its ad platform UI, API, analytics tools and backend code.

"We hope to encourage researchers to become more familiar with the surface area of ads to better protect the businesses that use them," wrote Facebook security engineer Collin Greene in a recent blog post.

Image via Shutterstock

Tags: advertising, Facebook, security, social










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