Facebook announced on Thursday that it will be implementing a limit on the number of ads a Page can run at the same time. To prepare advertisers for the limitations, coming mid-next year, the company is releasing a new version of its Marketing API that includes an Ad Volume API to show the volume of ads running or in review in an ad account.

The company said it will share more details about the limits early next year. Currently, the Ad Volume API will show how many ads a Page is running across accounts, and in the future, will include how many ads a Page is permitted to use.

Why we should care

Facebook said future ad limits will only affect a small percentage of advertisers. You’ll have a better sense of whether you’ll be impacted when Facebook releases additional details. The change will not go into effect until mid-2020.

“We’re implementing ad limits because very high ad volume can hinder an advertiser’s performance. With too many ads running at the same time, fewer ads exit the learning phase and more budget it spent before the delivery system can optimize and ad’s performance,” the company said.

Since the roll out isn’t scheduled until mid-2020, advertisers should have plenty of time to use the new Ad Volume API and adjust campaigns based on the guidance Facebook releases early next year.

More on the news

• After beginning to phase out the 10-second video view metric and the 10-second video views optimization in May, both metrics are now being deprecated and replaced with ThruPlay optimization.
• Facebook reminded marketers using the Marketing API that, beginning March 31, 2020, they must identify whether or not new and edited campaigns belong to a Special Ad Category (ads promoting housing, employment or credit services and products).
• Facebook is also deprecating the Ad Keyword API endpoint. The company recommends advertisers use insight breakdowns, lift studies or split tests as a replacement.