Facebook Audience Network Adds Support for Mobile Web

By David Cohen Comment

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Facebook announced Tuesday that its Facebook Audience Network mobile ad network added support for the mobile Web.

The social network officially introduced Facebook Audience Network at F8 in April 2014, and it revealed earlier this month that the ad network reached a $1 billion annual run rate during the fourth quarter of 2015.

Software engineer Mike Murphey wrote in a developer blog post that digital media consumption via mobile Web browsers rose 53 percent between 2013 and 2015, adding that news sites receive about 40 percent of their traffic via mobile devices, with 93 percent of that coming via the mobile Web, and saying of Facebook Audience Network:

Our focus is on creating real outcomes for advertisers, such as sales or application installs, and providing publishers with a metric to optimize towards with our Advertiser Outcome Score. Unlike other networks, the Audience Network rewards quality publishers based on the value they create for advertisers.

Until today, publishers had limited options to create rich and engaging ad experiences for the people who visit their mobile websites. Over the past several months, we’ve worked with global mobile web publishers Hearst, Elite Daily, USA Today Sports Media Group, Time Inc. and more, to test the Audience Network for mobile Web in a closed beta.

Murphey added that no software-development-kit integration is necessary for publishers looking to get started with Facebook Audience Network, and he elaborated on the ad formats that are now available for the mobile Web:

We’re expanding into mobile Web with successful native formats that make up more than 80 percent of the impressions on the Audience Network today and perform up to seven times better than standard banner formats. Publishers can now leverage our fully customizable native units and innovative formats like carousel ads that showcase multiple images to create unique ad experiences that match the look and feel of their mobile website. We’re also helping publishers create easy-to-implement native versions of standard formats, such as 300×250 medium rectangle, to improve the ads experience of every ad served from Audience Network.

Publishers interested in joining the beta-test of Facebook Audience Network for the mobile Web can click here.

Readers: What do you think of the addition of support for the mobile Web to Facebook Audience Network?

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