Facebook Expands Audience Network To Support Mobile Web

A day ahead of its latest earnings report, Facebook is enlarging its Audience Network to include support for the mobile web. The social giant is also adding support for native formats and simpler integration for publishers.   

That “includes carousel ads as well as create native versions of standard formats,” a company spokeswoman said on Tuesday.

While we won’t have a full view of Facebook’s fourth-quarter performance until Wednesday afternoon, the company previously reported that its Audience Network achieved an annual run rate of $1 billion in revenue, during the period.

Upon the announcement earlier this month, a Facebook spokesperson assured: “The bulk of that value [was] passed to publishers, and the remainder [was] recorded as net revenue for Facebook.”

Jumping on the ad network bandwagon, Facebook first launched the Facebook Audience Network, or FAN, in mid-2014. With FAN, the social giant offered its publishing and mobile app developer partners the promise of targeting registered Facebook users wherever they go.

Since then, Facebook has expanded further into audience buying with the acquisition of LiveRail -- a video advertising supply-side platform (SSP). LiveRail helps publishers serve better video ads, while ensuring that marketers find quality placement for their ads.

Beating out AOL, BrightRoll, and other rivals, LiveRail ranked first in video ad reach in November, according to recent comScore findings. All told, the ad platform served ads to nearly half (48.2%) of the total U.S. population, in November.

Going forward, however, Facebook plans to steer LiveRail clients toward its other platform properties.


In all, Facebook now boasts a network of some 2.5 million advertisers.


Publisher publishers include Hearst, Elite Daily, USA Today Sports Media Group, Time Inc., and Answers.com.

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