FB’s Audience Network rolls out app bidding
Facebook Audience Network now supports bidding for in-app advertising, in addition to existing support for mobile web.
A publisher faces many challenges in the programmatic advertising ecosystem. Only 30 to 40 cents on the dollar spent programmatically actually reach the publisher, according to ANA figures, in part due to the opaque methodologies that have traditionally governed mobile advertising.
App bidding aims to provide publishers with opportunities to earn more from advertising. Bidding enables publishers to conduct a real time auction between ad networks to determine which one gets to serve an advertisement to a person using their app. The ad network willing to pay the most for the impression gets to serve the ad, as opposed to today’s current waterfall system based on historical CPMs.
Vijay Balan, Head of Publisher Solutions Partnerships, Facebook Audience Network said, “Last March, we announced Audience Network support for mobile web header bidding. Header bidding enables publishers to conduct a real-time auction between ad networks to determine which one gets to serve an advertisement to a person browsing a mobile website. Industry-wide adoption of the concept has led to significant increases in CPMs — as much as 30 to 40 per cent for many publishers – and better ad experiences for people. Today, we are announcing the availability of Audience Network to bid into auctions for in-app advertising.”
Publishers who manage their app monetization technology in-house as well as those managed by a select group of partners – MoPub, Fyber and MAX – can also now include Facebook ads through Audience Network in their auctions.
“MoPub’s position as a mediation platform of choice for app publishers, and as a leading in-app real time bidding (RTB) exchange with over 180 demand sources, gives us the distinctive ability to run a true unified auction and accelerate the adoption of app bidding at scale. App bidding solutions, like Advanced Bidding, makes the move away from the waterfall imminent and truly levels the playing field across all the demand partners that app publishers care about. We strongly believe in the benefits our Advanced Bidding solution offers for publishers, ad buyers, marketers and consumers,” said Janae Redmond, Vice President, MoPub.
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