We’ve noticed that Facebook adverts are now showing a ‘display URL’ after the title, very much in the style of traditional Adwords display URLs.
For those who aren’t aware the ‘display’ web address isn’t strictly the destination URL you’ll be taken to, it just has to match the main website domain e.g. http://www.website.com/example-page/ could display as just website.com.
Of course the real landing page could take you to a deeper landing page within the site, and the actual destination URL will have lots of numbers and junk added to it as part of the tracking system.
Display URLs are universally considered a good thing, as it provides additional information and trust for the user potentially clicking an advert that they are being taken to a website that they expect and trust. When implemented correctly it prevents adverts taking you to an unrelated website, or even potentially dangerous websites (which you’d hope Facebook would be blocking anyway).