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Facebook Audience Network was publicly announced during April’s f8 conference as a way to help developers monetize on mobile. When a user opens an app from one of Facebook’s developer partners, Facebook leverages a unique identifier fetched from the user’s device to match and serve them with an ad from one of Facebook’s advertisers. Despite the high impact this new product could have on revenue, the social network has been cautious in rolling it out. During Facebook’s Q2 earnings report in June, COO Sheryl Sandberg confirmed, “We’re still in really early days and we only have some publishers in our network, but we see this as an opportunity to provide greater reach for Facebook marketers and developers, again, to improve relevance of the ads people see, both on and off Facebook.”
Facebook Audience Network is an extension of Facebook’s vast targeting capabilities. It allows developers to offer ad spots in their mobile apps to brands with similar fans and audiences across Android (version 8 and above) and iOS (6 and above) devices. Advertisers can leverage Facebook’s 50+ targeting options to promote their business on the Facebook Audience Network using traditional ad types like banners and full-screen interstitials, as well as native ads that can be customized to mirror the app’s look and feel. Facebook has said the ads will look and behave similarly to their existing mobile app ads, containing the same elements (custom message, image, call to action).
At the moment, Facebook Audience Network is in beta, which means developers must apply and be accepted to the program before they can begin integration with Facebook’s SDK. As the Audience Network continues to ramp up, stay tuned for further opportunities — both for brands and direct response advertisers to reach a wider audience with extremely targeted mobile campaigns, and for developers to monetize quickly and easily by delivering the mobile ads users are most likely to engage with.
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