Wells Fargo's Weekly Internet Ads Takes: Facebook Platform Tweaks Aimed At Marketers & More

In a report issued Monday, Wells Fargo analyst Peter Stabler provides a few weekly takes on the Internet ads space. Some of the most relevant developments include:

• Facebook Inc FB announced it is adjusting its cost-per-click ad fees, significantly changing the company’s ad product. Clicks now include “clicks to websites and apps, and not likes, shares and comments,” the expert explains. The firm believes this modification will allow direct response marketers to compare Facebook campaigns with “other direct response spending across competitive sites” more easily.
• Yellow Pages YLWDF is launching new display add solutions for both web and mobile, aimed at leveraging its internal and third party data sources.

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• Facebook is also expanding its News Feed preferences, allowing users to “prioritize posts and improve the discovery of pages from publishers, artists and businesses,” the note expounds. The improved features lead to higher personalization, which, in turn, provides both the company and marketers with extra engagement indicators from users. The experts at Wells Fargo believe this only accentuates the “philosophical gab” between Facebook and Twitter Inc TWTR, as the latter’s unfiltered timeline has resulted in “many users’ frustration with a poor ‘signal to noise’ experience.”

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Shares of Facebook and Twitter are up on Monday trading.