Facebook Ads: Why Was My Ad Shown Next to This Content?

If you’re wondering why your Facebook ad appeared next to any specific type of content, the answer has to do with how Facebook delivers ads.

Ad Placement Is Influenced by Viewer Behavior

Facebook’s ad delivery system is dynamic. It places ads based on each individual user's browsing activity, searches, and engagement on the platform. That means the same ad may appear in very different contexts depending on who is seeing it. The content your ad is surrounded by is not determined by Adwerx or by your specific targeting choices—it’s shaped by the behaviors and preferences of the people viewing the ad.

Because of this, your ad may occasionally appear next to content that seems unrelated to your brand or messaging. This is a normal part of Facebook’s ad ecosystem.

Facebook Controls Content Placement—With Limited Advertiser Input

Facebook offers advertisers limited control over where ads appear, using a system of Inventory Filters with three setting options:

• Expanded Inventory (least restrictive)
  
• Moderate Inventory
  
• Limited Inventory (most restrictive)

These settings determine how sensitive the surrounding content must be.

Ensuring Maximum Impressions

When your ad runs, it’s important that it not only reaches the right audience but also appears next to content that’s been reviewed for quality. To help with this, Adwerx uses the Moderate Inventory setting for ad delivery.

This setting is designed to strike a balance—it helps ensure your ad is shown in high-quality environments while still reaching a broad audience.

Can I Request a Different Setting?

Yes. If you prefer your ads use the Limited Inventory or Expanded Inventory setting, we can update this on a request basis. Please reach out to your Adwerx account manager or contact our customer support team and we’ll be happy to assist.