The Facebook Audience Network is opening to six advertising tech firms, enabling organizations with websites and applications to make money with Facebook ads. It’s a major step for Facebook, which has faced criticism in the past for keeping its advertising network solely on its own platform.
The announcement means that Facebook is officially in the header bidding game without actually building its own header bidder. Instead, it will work with six major ad publishers— Amazon, AppNexus, Index Exchange, Media.net, Sonobi, and Sortable—to serve ads to users who previously wouldn’t have seen them because Facebook Audience Network was essentially a closed ecosystem.
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The move has the potential to revolutionize the way ads are served.
"The introduction of Facebook's real-time demand is forcing all exchanges to step up their game and increase the yield they offer publishers," Drew Bradstock, senior VP of product at Index Exchange, told AdAge. "This will accelerate the death of standard tags which are offering publishers far less transparency and yield than they expect."
Another Facebook move will enable broadcasters to go live from their personal computers.
Previously, the “Facebook Live” feature was limited to mobile users. Brand managers with Facebook Pages had been able to stream from desktop, but the feature really hasn’t caught on. The platform is hoping it will inject some life into Facebook Live, which has flagged somewhat since its launch.
Though marketers have had access to this feature for some time, keep in mind that many YouTube stars likely started broadcasting from the desktop camera. If Facebook wants this feature to help it compete with YouTube, there’s potential here to catch a budding Facebook Live rock star.
It also might show marketing pros the next influential Facebook users they should work with.
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