Why Facebook's Audience Network Looks Like a Billion-Dollar Advertising Machine

Facebook is pulling back the curtain just enough to tout how much money it's making for publishers. The Menlo Park, Calif.-based company today said its mobile-focused Facebook Audience Network (FAN) had a $1 billion annual run rate during the fourth quarter for advertising spend, with "the bulk" of that money going to publishers.  Run rates extrapolate current results over a period of time to predict financial returns. In other words, FAN—which allows advertisers to buy data-targeted ads across various apps—apparently saw at least $250 million run through its system in the fourth quarter of 2015. If Q4 is any indication, the network is growing into a billion-dollar advertising machine while running promos on third-party apps for publishers such as Daily Mail and The Huffington Post.  At the same time, it's tough to tell exactly how rapidly FAN, which became widely available to marketers in late 2014, is growing since the company wouldn't disclose the run rate for any other quarters last year. However, it said the number of apps joining the mobile ad network increased tenfold year-over-year. Apps running on FAN now account for 6 percent of all time spent in mobile apps, according to Facebook. "Over the past two years, a growing number of mobile app publishers have found success—better returns and more relevant advertising—through Facebook's Audience Network and the people-based marketing approach that powers it," Alvin Bowles, Facebook's head of global publisher sales... Continue reading at 'AdWeek'

[ AdWeek | 2016-01-07 00:00:00 UTC ]
News tagged with: #mobile apps #private marketplaces #mediation services #ad server #ad services

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Facebook Tightened Its Policies on Advertising Accessories for Weapons

Starting Thursday (June 21), advertisers on Facebook can no longer promote weapon accessories and other related items to people under 18. The social network already had restrictions in place banning ads for weapon sales and modifications, such as magazines, but weapons accessories--such as... Continue reading at AdWeek

[ AdWeek | 2018-06-19 00:00:00 UTC ]
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How publishers are bridging their Instagram and Facebook audiences

Following Facebook’s algorithm change, media companies are turning to Instagram, which is also turning them back to Facebook, albeit in a different way. The post How publishers are bridging their Instagram and Facebook audiences appeared first on Digiday. Continue reading at Digiday

[ Digiday | 2018-06-18 00:00:00 UTC ]
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Facebook advertises for 'fake news' fact checkers

Firm changes initial ad for ‘news credibility specialists’ to ‘news publisher specialists’Facebook has advertised for “news credibility specialists” to fact-check content that appears on its site, after accusations of bias and the ongoing controversy over fake news. Almost two years after the... Continue reading at The Guardian

[ The Guardian | 2018-06-08 00:00:00 UTC ]
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Publishers stop Facebook ad spending over policy that treats publishers as political advertisers

The Financial Times and New York Media suspended their paid media on Facebook over concerns about how news publishers are treated under its new ad policy. The post Publishers stop Facebook ad spending over policy that treats publishers as political advertisers appeared first on Digiday. Continue reading at Digiday

[ Digiday | 2018-05-25 00:00:00 UTC ]
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News UK to advertisers: Run your Facebook ads on our sites

"Facebook is aggressively turning the dial against [brands and publishers]." The post News UK to advertisers: Run your Facebook ads on our sites appeared first on Digiday. Continue reading at Digiday

[ Digiday | 2018-02-19 00:00:00 UTC ]
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Giant advertiser Unilever threatens to pull its ads from Facebook and Google over 'toxic content'

One of the world's largest advertisers is threatening to pull its ads from social sites such as Facebook and YouTube if the tech companies don't do more to minimize divisive content on their platforms. Unilever's chief marketing officer, Keith Weed, will call on Silicon Valley on Monday to better... Continue reading at Los Angeles Times

[ Los Angeles Times | 2018-02-13 00:00:00 UTC ]
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Facebook news feed changes shift publisher audience development priorities

Now that Facebook is all but turning off publishers’ reach in the news feed, audience engagement pros feel vindication but also face new pressures. The post Facebook news feed changes shift publisher audience development priorities appeared first on Digiday. Continue reading at Digiday

[ Digiday | 2018-01-27 00:00:00 UTC ]
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How Facebook Ads Are Helping These 2 Retailers Reach New Audiences

It's no secret that Facebook is a great way for retailers to target and reach audiences. In a blog post published today, Facebook details just how well holiday campaign ads worked for retailers. Overall, Facebook saw online mobile conversions increase 64 percent across its ad partners on Cyber... Continue reading at AdWeek

[ AdWeek | 2018-01-06 00:00:00 UTC ]
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Facebook will ‘completely deprioritize publishers’: Confessions of a publisher audience development head

An audience development head said Facebook reps advised the publisher to rely less on Facebook than it has in the past. The post Facebook will ‘completely deprioritize publishers’: Confessions of a publisher audience development head appeared first on Digiday. Continue reading at Digiday

[ Digiday | 2018-01-04 00:00:00 UTC ]
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Facebook to book NZ advertising sales revenues here, not in Ireland

Facebook says it will book the revenues it earns from selling advertising to Kiwi companies in New Zealand in future. The change is part of worldwide move by Facebook to restructure its accounting and appears a major victory for policy-makers concerned about the way Facebook and many other... Continue reading at Stuff

[ Stuff | 2017-12-15 00:00:00 UTC ]
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Facebook moves to block offensive terms from targeted advertising campaigns

Advertisers on Facebook no longer can use offensive search terms such as “Jew hater” and “how to burn Jews” to target specific audiences, the company said Wednesday. The new policy comes a week after ProPublica published a story demonstrating how advertisers could reach thousands of Facebook... Continue reading at Los Angeles Times

[ Los Angeles Times | 2017-09-21 00:00:00 UTC ]
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Advertisers on Facebook Can No Longer Edit News Articles’ Headlines, Descriptions

Facebook took another step toward protecting the integrity of news articles shared via links on the social network. In July, Facebook announced that non-publisher pages could no longer overwrite link metadata--such as headlines, descriptions and images--in Graph API or page composer, and it... Continue reading at AdWeek

[ AdWeek | 2017-09-15 00:00:00 UTC ]
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Sports publisher GiveMeSport built a tech platform to Facebook-proof its audience

The publisher claims its proprietary tech helps it react fast to algorithm changes in Facebook's News Feed. The post Sports publisher GiveMeSport built a tech platform to Facebook-proof its audience appeared first on Digiday. Continue reading at Digiday

[ Digiday | 2017-06-23 00:00:00 UTC ]
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Facebook Is Giving Advertisers More Control Over Where Their Ads Appear

Brands advertising on Facebook will soon have more control over where their ads appear. The social network is rolling out several tools aimed at providing more transparency before campaigns go live. The latest additions, announced today, will provide advertisers with a list of publishers up... Continue reading at AdWeek

[ AdWeek | 2017-06-14 00:00:00 UTC ]
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Advertisers should follow Vodafone's lead after Facebook and Google failures | Nils Pratley

Telecoms giant is right to stop relying on social media titans to stop its adverts appearing next to inappropriate contentAbout time too: a major advertiser has become so frustrated with Facebook and Google’s limp attempts to police the content they publish that it has taken matters into its own... Continue reading at The Guardian

[ The Guardian | 2017-06-07 00:00:00 UTC ]
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‘The audience there is huge’: A guide to the most popular publisher Facebook video hacks

Facebook wants video, but it's time-consuming and expensive, which is why, for better or for worse, publishers are turning to various hacks. The post ‘The audience there is huge’: A guide to the most popular publisher Facebook video hacks appeared first on Digiday. Continue reading at Digiday

[ Digiday | 2017-05-02 00:00:00 UTC ]
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What the Proliferation of Fake News on Google and Facebook Means for Advertisers

Just days after facing harsh criticism for allowing fake news stories to be read unchecked across the internet, Google and Facebook are now rushing to put in place policies that cut off advertising dollars for websites publishing fictional information. The move—which aims to potentially stem the... Continue reading at AdWeek

[ AdWeek | 2016-11-16 00:00:00 UTC ]
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Facebook Is Bringing Its Ad Network to Apple TV and Roku

Facebook is bringing its ad network to Apple TV and beyond.The social network is feeling for new advertising ground in Apple TV and Roku by delivering ads to apps on those streaming video platforms, according to people familiar with the plans.The test represents an expansion of Facebook Audience... Continue reading at Advertising Age

[ Advertising Age | 2016-11-05 00:00:00 UTC ]
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A&E to Air Hearst-Branded Content on Its Networks, Advertisers in Tow

The TV-publisher love-affair isn't over yet. A&E Networks and Hearst Magazines Digital Media are partnering to run Hearst-produced branded videos on A&E's cable networks and digital properties.As part of the deal, marketers will be able to work with the digital divisions of Hearst... Continue reading at Advertising Age

[ Advertising Age | 2016-10-28 00:00:00 UTC ]
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How The Sun uses Facebook to build audience, since dropping its paywall

The Sun has been aggressively scaling its audience since it dropped its paywall last November. And coming from a place of zero search equity, Facebook has been the platform that's helped the publisher scale its audience fast. And it has clearly worked: The Sun has 20 million monthly visitors,... Continue reading at Digiday

[ Digiday | 2016-10-13 00:00:00 UTC ]
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