Facebook Audience Network Added Auction Bidding for In-App Ads

Twitter’s MoPub also has more partners for its advanced bidding

Facebook Audience Network has been testing its app bidding endpoint with publishers Facebook

Brands can now bid in auctions for in-application advertising on Facebook Audience Network.

The social network opened up header bidding via Facebook Audience Network last March, and head of publisher solutions partnerships Vijay Balan said in a blog post that publishers have seen “significant increases” in cost per thousand impressions, up to 30 percent to 40 percent, in some cases.

Balan added that Facebook Audience Network has been testing its app bidding endpoint with publishers including Rovio, Talefun and Game Insight “over the past several months,” and those publishers have seen revenue rise by up to 20 percent.

Starting Wednesday, publishers that manage their app-monetization technology in-house or via “a select group of partners”—Twitter’s MoPub, Fyber and MAX—can include Facebook ads via Facebook Audience Network in their auctions.

Balan explained that under the current system, ad networks are called one-by-one until app ads are filled, and the process is determined by historical average CPMs, rather than by what buyers are willing to pay.

He added that implementing app bidding will enable app publishers and developers to “establish an impartial and open auction over their ad inventory,” with spots going to the highest bidders.

MoPub began testing its own advanced bidding process in January, and David Gregson, who works on product for MoPub, revealed in a blog post that in addition to teaming up with Facebook Audience Network, MoPub is also working with AdColony, AppLovin and TapJoy.

The Twitter unit’s advanced bidding process enables publishers to more efficiently monetize their inventory by calling out in real-time for demand in parallel, “so we minimize processing latency and eliminate guesswork as to which sources are able to fill,” Gregson wrote, adding that networks can buy each impression at its valued price, while demand-side providers have access to “more of the most valuable inventory that had often been sold as part of guarantees.”

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.