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.
Podcast ad buyers have yet to see a slowdown
Ad buyers have yet to see clients cut their podcast budgets – though the time of podcasts as the shiny new medium may be coming to an end.
The programmatic open marketplace is faltering, but publishers see a bright spot in private programmatic deals
Publishers are coming to terms with their open programmatic marketplace RPMs being 20-55% lower than they were this time last year, but the hope is that programmatic guaranteed deals will make up the deficit.
Marketers weigh the cons of working with Google Ad Manager amid Justice Department’s new lawsuit
When is it time to back away?
SponsoredHow Jounce Media and Teads are framing SPO’s role in driving business outcomes for brands
As supply chain concerns abound, marketers are increasingly focusing on the main motivators that drive efficiency in their operations, including financial considerations, supply chain transparency and, most recently, environmental concerns. Sustainability has not always been at the forefront of the digital video buying process for the ad industry, but brands like Teads are taking steps […]
Atlas Obscura wants to be profitable before raising funds in a tricky media market
Atlas Obscura wants to turn a profit this year before it raises another funding round, at a time when publishers are facing lower valuations and pickier investors as deal activity slows.
Publishers report Q1 ad revenue is pacing 10-25% behind forecasts
Publishers are facing a slow start to Q1 and sales teams have a lot of work to do to regain lost time.