Noting that more than 90 percent of ad inventory for its largest brands is sold via direct-sales channels, Facebook announced Tuesday it is beta-testing Audience Direct, a new self-service tool to finalize deals between publishers and advertisers for direct-sold video campaigns on publishers’ owned-and-operated sites. (Adweek)
Audience Direct will invite publishers to list video ad inventory for sale from across their properties, and to specify pricing. Marketers will then have the ability to log on to the system and to purchase ad space from specific publishers on a self-service basis. Crucially, marketers can also specify which types of users they wish to display ads to, based on Facebook’s mountain of user data. (WSJ / CMO Today)
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