The social network wrote in a blog post announcing the move, “Publishers are increasingly using unified auctions to maximize their advertising revenue. Bidding, as it’s more commonly known, has already made significant inroads in desktop and mobile web, and now we see app bidding gaining similar momentum.”
Header bidding was added for Facebook Audience Network in March 2017, leading to increased CPMs (cost per thousand impressions) for publishers.
And this past June, Facebook extended bidding support to in-application ads, both in-house and via third-party mediation.
Facebook wrote, “Inviting multiple demand sources to bid in a unified auction maximizes the revenue publishers receive from their inventory, helps advertisers reach their target audiences more effectively and efficiently and provides more relevant ads to consumers. We will continue to drive industry adoption of bidding and look forward to working with technology partners and other demand sources to help achieve our vision of a fair and efficient ad tech ecosystem.”