On one hand, it’s great seeing Facebook send out mobile ads, especially video ads from a quality campaign that’s actually based on user participation. But the justifying argument for FB ads has been targeting, and this isn’t really targeted, not based on my activity.
This is both native advertising, in that the content is 100% presented as a post on the platform, and interruption based, as I don’t recall mentioning or liking McDonald’s on FB in the past (this is supported by the ‘like this page’ button at the bottom of the post).
So, I’m slightly torn. I’m happy that Facebook is pushing mobile ads, adding to the security of the platform. But I’m disappointed that they decided to do so in a way that turns the newsfeed into something bought and sold, rather than a custom channel tailored to my actions, behaviors, and expressed interests.