Facebook tries a mobile ad network
For years the digital media industry has predicted Facebook would eventually launch an ad network. Now, Facebook is making those predictions come true.
The company said today it will begin selling ads in third-party mobile apps to select advertisers. Facebook will target those ads using detailed information it has about millions of Web users.
A spokesperson for the social network told Digiday that the program will not port Facebook-style ad units to other apps, however. Instead, it will simply use its data to target whatever formats those app publishers currently sell.
“These will look like the ads already appearing in the apps we’re working with. For this test, they won’t be labeled as Facebook ads,” the spokesperson said.
In 2012 Facebook ran a similar test, in which it purchased mobile media from ad exchanges on behalf of advertisers. This time it’s working directly with publishers and markers, however, in a more traditional ad network model. Facebook itself will be the only middleman.
“We are working directly with a small number of advertisers and publishers rather than an outside ad-serving platform,” a Facebook blog post said.
Facebook already operates its own ad exchange, of course, through which marketers can buy ads on the site targeted on their own data. But these mobile tests are some of the first attempts by Facebook to take its proprietary data and make it useful for marketers buying ads elsewhere on the Web.
How The 19th relied on memberships and funding to launch during a pandemic
In order to keep on schedule to launch ahead of the U.S. presidential election, non-profit publisher The 19th had to rely heavily on membership and fundraising to meet its launch goal of $4 million.
‘Let the buyers know you exist’: How Morning Brew plans to grow brand ad dollars from its base of direct response
Direct-response ads accounted for 90% of Morning Brew's 2019 revenue in 2019. Its CEO wants brand advertising to account for 50% by the end of 2021.
‘A significant uptick in deal flow’: Why Europe is becoming a hotbed of ad tech innovation
Ad tech companies with data privacy and identity solutions are in vogue among the sector's investors and acquirers.
SponsoredPublishers: Assessing risk and ensuring payments in times of crisis
As the industry navigates the continued impacts of COVID-19, here’s the questions publishers should ask their programmatic partners or ad management providers to protect themselves from clawbacks and lost revenue.
‘We can be agile and evolve’: News UK is quickly growing a 7-figure incremental revenue stream from social video
The goal for Social Studio is a 10-day turnaround from campaign booking to going live.
Lack of events revenue squeezes B2B media, forcing virtual volume — and innovation
Advertising, subscriptions and commerce have begun to recover. But events have not, and B2B media companies are feeling the squeeze.