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Facebook Opens Its Black Box To Prevent Advertisers From Avoiding Audience Network

Facebook is starting to open its Facebook Audience Network up a bit. "It has begun selling Instant Articles inventory separate from the rest of Audience Network, offered to provide some ad buyers lists revealing a portion of their ad placements and held talks about enabling private marketplace deals within Audience Network," according to Marketing Land. "But it remains to be seen whether those concessions would be enough to satisfy larger advertisers and whether they would risk alienating publishers." Facebook is being challenged by media buying agencies. For example, "GroupM advises its clients and the agencies within its network against buying ads on Facebook’s Audience Network because Facebook does not tell advertisers where exactly those ads appear." And when those ads are running across an ad network, it expects to receive “at minimum a domain-level report,” Kieley Taylor, head of paid social for GroupM, told Marketing Land. For GroupM, Facebook’s Audience Network inventory is "off the table because we can secure and validate inventory for any other partner to a greater extent," she said.

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