Andrew Waber, manager of market insights and media relations for advertising automation software provider Nanigans, suggests that despite the latest changes Facebook's made to its Audience
Network (FAN), it isn’t like most other programmatic channels. "It is still tied closely to Facebook, and you cannot launch Audience Network-only campaigns," Waber writes in a post for Marketing
Land. For advertisers looking to scale their spend and reach on a specific Facebook campaign, Audience Network is a "huge asset."And while FAN may not be able to replace advertisers' existing
programmatic budgets yet, "it’s moving past constraints that capped its potential impact." In addition, Facebook's latest moves suggest that FAN could be a major challenge to traditional
programmatic inventory sources in the near future.
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