As long as Google AdWords remains off the list of advertising providers officially approved by Facebook, developers face a pretty challenging decision: How do you choose from the nearly 90 ad networks that are approved?
In addition to the nearly 90 companies to choose from, there are other questions to answer:
- Should a developer give up control over all of its traffic inventory, or try to sell some directly?
- Does geography matter?
- What about the different monetization options: Is paying per engagement inherently better than cost per impression pricing per deal?
We reached out to all of the providers currently on Facebook’s “preferred” list — almost 90 of them — with a survey and roughly a third responded. They answered questions about average CPM pricing in apps, the strictness of the Facebook ad compliance process, as well as how “hands-on” Facebook is in terms of the product roadmaps.
Full results are in my new report, Facebook Ad Networks: A Guide to Monetizing Facebook Games and Apps, but I wanted to share what I think will be one of the most game-changing trends over the next 12 to 24 months: A decision by Facebook to hit up ad providers with a revenue-sharing agreement, much in the way it charges fees to game developers that use Credits.
Facebook declined to participate in this month’s report, so there’s no official word from them on whether the a so-called “app tax” is coming down the pike, but many of the ad providers we interviewed think that it will ultimately happen. Two other trends we discuss include:
- Facebook ad marketplace consolidation (mergers and acquisitions)
- Increased regulation from Facebook
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