Facebook launched a mobile
advertising network at its F8 developer conference, giving it the
ability to target users across the applications they use while targeting
them based on the information they have shared with Facebook. Facebook Audience Network,
as the new product is called, will allow brands to advertise on
third-party apps using Facebook’s detailed targeting data. The network,
which Facebook has been testing since 2012, will let advertisers use
both standard banner ads and custom units. It will compete with
companies like AdMob, InMobi, and Twitter, which has taken a similar
approach to mobile advertising since acquiring the ad network MoPub last year.
Mobile advertising has been
hugely successful for Facebook, which says it has 1 million advertisers
using its platform. Its signature mobile ad, which lets developers
advertise app installations, now accounts for 59 percent of
the company’s ad revenue. Zuckerberg said Wednesday that Facebook has
been responsible for 1 billion app installations to date. “I’m really
excited about this Audience Network,” Zuckerberg told developers. “This
is really the first time that we’re going to help you monetize in a
serious way on mobile.”
The mobile ad network was one of
a number of new services Facebook is now offering to advertisers on
developers. The company is also adding a way for apps to link to one another without
sending users to the mobile web, a mobile like button to drive viral
traffic, and a way to share items from third-party apps using Facebook
Messenger.
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