Facebook has been letting some media companies sell their own mid-roll ad inventory while loosening up restrictions on content exclusivity on Watch, and some publishers are starting to reap the benefits.

Earlier this summer, Facebook began letting some publishers sell their own mid-roll ad inventory after initially doing all the selling itself. Only a handful of publishers are participating in this test, and while participating publishers could initially only sell inventory across their brands, they can now sell inside individual shows and pages, sources said.

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