Facebook (FB) - Get Meta Platforms Inc. Class A Report said today that it has begun testing a new tool designed to assist media firms in selling video advertising on their own websites, apps and other digital properties in an advanced automated fashion.
The new ad offering, Audience Direct, will welcome publishers to list video ad inventory for sale from across their properties and to specify pricing.
Marketers will then have the ability to log on to the platform and to purchase ad space from particular publishers on a self-service basis, possibly streamlining the buying and selling process for both parties.
Marketers are also able to specify the exact types of users they wish to target ads to, based on Facebook's user data.
Video publishers including Hearst, A&E Networks, and Scripps Networks Interactive (SNI) are currently testing the system with their advertising clients, according to Facebook.
(Facebook stock is held in Jim Cramer's charitable trust Action Alerts PLUS. See all of Cramer's holdings with a free trial.)