Harmelin Digital Contributor: Mike Maten
Facebook has built an ad network with inventory that is separate, but integrated with, the usual Facebook app. Advertisers can take advantage of this network to reach more users and improve efficiency. The ads are served on other apps and content across the web similar to programmatic display; however, Facebook is using its own data for targeting as opposed to cookies. Facebook has taken steps to minimize mobile drawbacks like accidental clicks by reducing the clickable area in ads, but advertisers are still a little skeptical because Facebook does not release where the ads actually run.
What this means for marketers: The inclusion of the Facebook Audience Network (FAN) in buys can reduce the cost per action of a campaign significantly. The ads are served mostly as native content (83% of the delivery) on apps and websites that are beyond Facebook itself. Native ads are popular right now because they are less intrusive. Similar to how Facebook ads blend into the News Feed, these ads blend into their environment. Unfortunately, the list of sites and apps in the network is something Facebook will not share at this time and the network will not work for every campaign because not all ad types are compatible with the platform.