Facebook embraces the mobile app version of header bidding
Facebook, looking to grow its ad business outside its own apps, has struck partnerships that enable it to plug into ad auctions run by ad exchanges like MoPubowned by TwitterFyber and Max. Facebook can now also work directly with publishers like Rovio, Talefun and GameInsight, which manage their own ad auctions, and turn on ad demand from the Facebook Audience Network.
Alvin Bowles, Facebook’s VP of Audience Network, says the new app ad bidding is similar to header bidding, which is a way for websites to auction ad space in real time to competing ad networks. Apps can’t technically engage in header bidding, but they can increase competition for ad space by plugging into more demand sources, like Facebook Audience Network.
“It’s a bidding system that enables publishers to conduct real-time auctions between ad sources,” Bowles says. “The ad network that’s willing to pay the most amount of money wins.”