What is ThruPlay?

ThruPlay is Facebook’s default optimization and billing option for video ads. ThruPlay enables advertisers to pay only for ThruPlays, video ads that were played at least 15 seconds. ThruPlay is available with auction or reach and frequency campaigns.

According to Facebook, ThruPlay was introduced on Facebook Ads Manager in September, 2018. Since July 31, 2019, Facebook paused existing campaigns that use 10-second video views optimization, asking advertisers to adjust any campaigns that were running using 10-second video views optimization to now use ThruPlay optimization.