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Facebook Continues To See Significant Ad Spend Growth

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Advertisers keep increasing investment in Facebook, third-quarter reports from Kenshoo and Merkle both found.

According to Kenshoo data released this week, advertisers on the campaign management platform increased spending on Facebook (including Instagram and Facebook Audience Network) by 45 percent year over year in Q3. Click-through rates across the Facebook ecosystem have steadily risen over the past three quarters, increasing by 14 percent year over year in Q3. Kenshoo attributes the higher engagement rates to more specialized ad types and better targeting.

The growth was driven by dynamic product ads — Facebook’s retargeting ad format that shows users products from sites they have visited previously. Dynamic product ads (DPAs) accounted for 42 percent of ad clicks and 21 percent of ad spend on Facebook among Kenshoo customers. That’s up from just 15 percent click share and eight percent spend share for DPAs a year ago.

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