Facebook is beta-testing a self-service tool which aides deals between publishers and advertisers for direct-sold video campaigns on a publisher’s properties.

Audience Direct, which is built on Facebook’s people-based demographic information, enables publishers to share deals with their advertisers and monitor the performance of the campaigns.

“Many publishers directly sell a large percentage of the ads on their properties, and we believe there is an opportunity to help them more accurately target those impressions, serve more relevant ads and reduce the waste created by inaccurate delivery,” said Kelly McEttrick, product strategy & growth at Facebook, in a blog post.

Facebook reports that an early test campaign saw Nielsen on-target delivery at 90 per cent, compared to the industry average of 59 per cent, for narrow targeting. In addition, on two broadly-targeted campaigns, Facebook saw an on-target delivery over 90 per cent, compared to the industry average of 81 per cent.

The current beta is limited to participants including A+E Networks, ESPN, Hearst Television, Scripps Networks Interactive, Tubi TV, and their advertising partners.