Social Platforms Are Increasingly Experimenting With Audience Networks

Facebook set the pace, and now networks like Snapchat and TikTok are getting on board

There’s a good chance that the ads you’re seeing on your favorite site or in your favorite app come courtesy of Twitter—or Facebook or LinkedIn.

Thanks to audience networks—partnerships that platforms have with third-party apps and publisher sites—companies can offer marketers the chance to expand targeting capabilities. In a lot of ways, they offer perks to folks on both sides of the ad-tech supply chain: While publisher partners enjoy added revenue, advertisers can leverage the audiences acquired by these major tech players to reach new consumers wherever they might be, usually at a discount.

These

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