Andrew Waber says, “Some of the latest changes for Facebook’s Audience Network give it a legitimate claim of being a chief competitor to Google for both website publishers and advertisers. Early this year, mobile web inventory was added on top of in-app placements, and then more recently, Facebook announced the expansion of Audience Network to include non-Facebook users, along with a move into header bidding.

With these developments at the forefront, you can more thoroughly evaluate the impact of Audience Network in comparison to existing Facebook and programmatic campaigns.

Facebook is turning the dial

Preliminary research (email registration required) I’ve conducted as part of my work at Nanigans helps illustrate how these changes are impacting the larger marketplace. The share of Nanigans customers spending on Audience Network rose to 59 percent in Q3 from 56 percent in Q2 2016. Meanwhile, among advertisers spending on Audience Network through both Q2 and Q3 2016, the share of spend going to the off-Facebook ad network increased by four percent quarter over quarter”.

As Facebook Audience Network broadens, what does it mean for your campaigns?

Marketing Land

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