In a groundbreaking move, Facebook has announced the closure of its Audience Network for third-party web and in-stream placements.
While this news might come as a surprise to some, the social media giant is determined to streamline its services and improve user experience.
This decision has left advertisers scrambling to adjust their bidding setups and eliminate latency.
Let’s delve into this significant development and explore the implications it holds for the future of online advertising.
facebook display network
The Facebook Display Network refers to the platform provided by Facebook for advertisers to extend their campaigns beyond the social media platform onto mobile websites.
However, Facebook has recently announced that it will be shutting down its Audience Network, which is a part of the display network.
Audience Network allowed advertisers to reach a larger audience who may not have a Facebook account, initially for both websites and apps but now only for in-app advertising.
Despite its effectiveness in reaching a wider audience, Audience Network ads typically have a lower conversion rate, which increases the overall cost per purchase or lead.
Advertisers do not have control over which specific app their ad will appear on, but they can review the publisher list in their Business Manager to avoid low-quality app placements.
Key Points:
- Facebook Display Network allows advertisers to extend their campaigns beyond the social media platform onto mobile websites.
- Facebook is shutting down its Audience Network, a part of the display network.
- Audience Network enabled advertisers to reach a larger audience without Facebook accounts, primarily through in-app advertising.
- Audience Network ads have a lower conversion rate, increasing the overall cost per purchase or lead.
- Advertisers cannot control which specific app their ad will appear on, but they can review the publisher list to avoid low-quality app placements.
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💡 Did You Know?
1. The Facebook Display Network is a collection of websites, apps, and social media platforms that partner with Facebook to display targeted advertisements to users.
2. The Facebook Display Network uses advanced algorithms and machine learning to analyze user data and behaviors, allowing advertisers to reach their desired target audience with precision.
3. The Facebook Display Network reaches over 1 billion people across the globe, making it an incredibly powerful tool for advertisers to promote their products or services.
4. One interesting trivia is that the Facebook Display Network can track user engagement and conversions, providing advertisers with valuable insights into their advertising campaigns’ effectiveness.
5. The Facebook Display Network offers various ad formats, including static images, carousels, videos, and interactive ads, allowing advertisers to create engaging content tailored to their target audience’s preferences.
1. Facebook To Shut Down Audience Network For Mobile Websites
Facebook has announced the shutting down of its Audience Network, a platform that enables advertisers to extend their campaigns beyond the Facebook social media platform and onto mobile websites. Starting from April 10, third-party web and in-stream placements will no longer receive demand. It is crucial for advertisers to take note of this and make necessary changes to their bidding setups in order to avoid any latency issues.
- Key points:
- Facebook is shutting down its Audience Network platform.
- Audience Network allows advertisers to extend campaigns to mobile websites.
- After April 10, third-party web and in-stream placements won’t receive demand.
- Advertisers need to modify their bidding setups to avoid latency issues.
“Make the necessary changes to your bidding setups to adapt to the shutdown of Facebook’s Audience Network.”
2. In-Stream Video And Mobile Web Placements Supported Until April 10
Existing in-stream video and mobile web placements will be supported until April 10, after which no demand will be provided for these placements. This means that advertisers utilizing these placements in their campaigns will need to make alternative arrangements or adjustments to ensure the continuity of their advertising efforts.
3. Facebook Recommends Removing Audience Network Placements From Bidding Setups
To improve ad performance and provide a better user experience, Facebook suggests that advertisers exclude Audience Network placements when setting up their bids. By eliminating Audience Network placements, advertisers can effectively reduce latency issues and avoid any possible disruptions caused by the platform shutdown.
Additionally, by removing Audience Network placements, advertisers can focus their efforts on other ad placements that are still supported by Facebook’s advertising platform. This allows for a more streamlined and efficient advertising strategy.
Furthermore, advertisers should take advantage of alternative ad placements offered by Facebook to ensure their ads reach their intended target audience effectively. Utilizing these alternative options can help maintain advertising effectiveness and minimize any negative impact on campaign performance caused by the shutdown of the Audience Network platform.
Some key benefits of excluding Audience Network placements include:
- Reduced latency issues in delivering ads
- Avoidance of disruptions caused by the shutdown of Audience Network
- Streamlined and efficient advertising strategy
- Improved targeting by focusing on supported ad placements
In summary, by removing Audience Network placements, advertisers can proactively address potential challenges and maintain a high-quality ad experience.
4. Report Data Saved For Six Months
Advertisers using the Audience Network should be aware that their report data will be saved for a period of six months following the shutdown. This will allow advertisers to access and analyze their campaign data during this period, ensuring they have the information necessary for future campaign planning and optimization.
- This applies specifically to advertisers using the Audience Network.
- Report data will be saved for six months after the shutdown.
- Advertisers can access and analyze their campaign data during this period.
- This helps with future campaign planning and optimization.
“Advertisers using the Audience Network should be aware that their report data will be saved for a period of six months following the shutdown. This will allow advertisers to access and analyze their campaign data during this period, ensuring they have the information necessary for future campaign planning and optimization.”
5. Facebook’s Abandonment Of Ad Placements Outside Its Apps?
The recent decision to shut down the Audience Network indicates that Facebook is placing less emphasis on ad placements outside its family of apps. Originally, the Audience Network allowed ads to be placed on websites as well as apps. However, now it is solely focused on in-app advertising. This shift suggests that Facebook is giving higher priority to ad placements within its own ecosystem.
6. Facebook Audience Network Allows Advertisers To Reach Non-Facebook Users
One of the key advantages of the Facebook Audience Network is the ability for advertisers to reach a larger audience who may not have a Facebook account. By extending their campaigns to mobile apps, advertisers can tap into a wider user base and increase their chances of reaching potential customers who are not actively using the Facebook platform.
7. Increase In Developers And Publishers Joining Facebook Audience Network
The popularity of Facebook Audience Network has been on the rise, with the number of developers and publishers joining the network increasing sevenfold in the past year. This growth demonstrates the effectiveness and appeal of the platform for advertisers looking to expand their reach beyond the Facebook platform.
8. Types Of Ads In Facebook’s Network: Native, Full-Screen, Banner, Video, Playable
Advertisers using the Facebook Audience Network have access to a variety of ad formats to engage with their target audience. These include native ads, full-screen ads, banner ads, rewarded video ads, and playable ads. This diverse range of ad formats allows advertisers to select the most appropriate format for their specific campaign objectives and audience.
9. Cost Comparison: Facebook Audience Network Vs. Newsfeed Ads
In terms of cost, Facebook Audience Network ads offer some advantages over ads placed in the Facebook and Instagram newsfeeds. The pricing of Audience Network ads is, on average, 32% cheaper in terms of CPM (cost per thousand impressions) and 23% cheaper in terms of CPC (cost per click).
Additionally, Audience Network placements have a 5% cheaper cost per app install at $1.59 compared to the Facebook and Instagram feeds at $1.68.
- Audience Network ads are 32% cheaper in terms of CPM
- Audience Network ads are 23% cheaper in terms of CPC
- Audience Network placements have a 5% cheaper cost per app install
“Facebook Audience Network ads offer a significant cost advantage compared to ads placed in the Facebook and Instagram newsfeeds.”
10. Tips For Effective Facebook Audience Network Placements
To maximize the effectiveness of Facebook Audience Network placements, advertisers can implement several strategies.
- Focus on top-of-funnel content: By creating compelling content that is likely to generate clicks, advertisers can increase engagement and achieve better results.
- Target low-price impulse buys: Leveraging the affordability of the Audience Network ads, advertisers can target users who are more likely to make quick and inexpensive purchases.
- Target heavy app users: By targeting users who spend a significant amount of time on apps, advertisers can increase the chances of reaching an engaged audience within the network.
Note: The shutdown of the Facebook Audience Network for mobile websites may indicate a shift in Facebook’s ad placement strategy. However, advertisers still have access to a wide range of ad formats and an expanding network of developers and publishers within the Facebook Audience Network.
By understanding the cost comparisons, adhering to recommended practices, and optimizing their ad content, advertisers can continue to leverage this platform for successful advertising campaigns.
FAQ
Is Facebook part of Google Display Network?
No, Facebook is not part of the Google Display Network. While Instagram and Facebook may display some Google Ads directly or through third-party vendors, they are not directly linked to Google’s ad network for targeted advertising. It is not possible to specifically target visitors on Facebook or Instagram through the Google Display Network.
Does Facebook audience Network still exist?
No, Facebook Audience Network no longer exists. Facebook made the decision to shut down the platform on April 11 due to a shift in advertiser demand towards other mobile app ad formats. The company stated in a blog post that this decision was made in response to the changing needs of advertisers and their preference for different advertising strategies.
What is Facebook’s audience Network?
Facebook Audience Network is an outreach tool offered by Facebook that enables businesses to extend their advertising reach beyond the confines of the Facebook platform. By placing ads on third-party mobile applications, this network allows advertisers to amplify their marketing efforts and connect with a wider audience. This platform is particularly beneficial for businesses that have experienced positive results with Facebook ads and are now seeking to expand their reach beyond the Facebook ecosystem. With Facebook Audience Network, businesses can harness the power of third-party apps to engage with potential customers and drive conversions, ultimately diversifying their advertising strategy.
Is YouTube a Google Display network?
Yes, YouTube is indeed part of the Google Display Network. As one of Google’s properties, YouTube offers advertising opportunities through display advertising. This means that advertisers have the ability to place their ads on YouTube videos and channels, reaching a vast audience through this popular video-sharing platform. Additionally, YouTube’s extensive partnership network of sites and mobile apps further expands the reach and potential audience for advertisers within the Google Display Network.