Facebook kills Reach Generator advertising option

Menlo Park, Calif.—Facebook Inc. is eliminating its Reach Generator ad option. Launched only last February, Reach Generator allowed premium advertisers to extend the distribution of their ads across several places on fans' Facebook sites.

Facebook said similarly wide distribution, including in users' news feeds, in right-hand columns and on mobile devices, can be realized via its recently launched Promoted Posts self-serve ad product directed at small-to-midsize companies.

In launching Reach Generator, Facebook said the program would enable advertisers to reach 75% of their followers in a month, versus an average rate of 16%. However, unlike the self-serve Promoted Posts, advertisers had to buy the option through the Facebook sales department.