Facebook launched its Audience Network in April 2014 to enable advertisers to extend the reach of their campaigns into other mobile apps. Now, AdExchanger has learned that the company is testing Audience Network ad placements for mobile web pages with 10 publishers.
Facebook Audience Network
Among those publishers is Diply. Facebook confirmed its participation, but declined to comment further. According to an unnamed source, the move is seen as Facebook providing an alternative to AdSense, and stripping Google’s dominance of publisher ad inventory. But working directly with publishing partners, Facebook would also compete with Apple, AOL’s Millennial Media and other major mobile ad network operators.
Audience Network reached a run rate of $1bn in Q4 2015 and the new addition could help expand revenue. With a large junk of that sum going to publishers, Facebook did not yet disclose its net revenue.
According to the source, Facebook Audience Network has high fill rates, serving ads through a publisher’s network
AdExchanger’s Sarah Sluis adds that Facebook offers something unique in terms of demand with publishers having access to social media budgets. The social site reaches over 2m paid advertisers.
Some have begun to wonder if the company will be adding desktop media to the mix any time soon to compete further with AdSense.