Facebook shows mobile app developers the money with new ad network

The Audience Network, now in beta, will support iOS and Android apps

Facebook CEO Mark Zuckerberg pitches the company's platform services to developers at F8.
Facebook CEO Mark Zuckerberg pitches the company's platform services to developers at F8.

Facebook will extend its advertising business by distributing ads from its marketers to third-party mobile apps.

Developers will be able to join a new Facebook mobile ad network and make money from the ads their mobile apps carry, benefitting along the way from Facebook's trove of user data.

Facebook has been serving up its own ads inside its mobile app for at least a year now, to great success -- that's the way the company now makes most of its money. With the Audience Network, Facebook wants to open up the scope of its mobile ad business.

Facebook has provided tools to developers to help them generate revenue for some time, such as with its payments platform. But the Audience Network is a much bigger play for Facebook.

"This is the first time we're going to help you monetize in a serious way on mobile," said CEO Mark Zuckerberg, in front of an audience of developers at the company's F8 conference in San Francisco.

In early tests of the network, retailer Target said it wanted to reach people who not only "liked" Target on Facebook, but who also liked the movie "Frozen," said Deborah Liu, manager of product marketing at Facebook. Facebook found those people in the Huffington Post app, and delivered Target's ads there.

The mobile ad network could give a massive boost to developers' monetization efforts, given that Facebook's data will better help them target users more precisely.

"It all came together through the Facebook system," Liu said.

Facebook's Audience Network is currently in beta; advertisers can apply to participate online. It will work both on iOS and Android, for a number of different types of ads, including banner ads and "native" ads, which are designed to look more like organic or user-generated content.

A number of other tools were announced at F8 designed to help developers build, grow and monetize their apps, including a way to log in anonymously to other apps.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why it's time to integrate your website into your digital marketing strategy

As the head of marketing, do small beads of perspiration break out on your forehead when you hear the dreaded phrase: “It’s time to redesign our website?”

The impact of uniforms on consumer brand preferences

Flight attendant uniforms attract attention. From a primary association with sex appeal during the 1960-70s, to the diverse role they perform today, the flight attendant’s uniform sits front and centre in the advertising imagery of many airlines. However, relatively little is known about the ways in which consumer behaviour is influenced by airline uniforms.

Are data and creativity like chalk and cheese?

The industry is experiencing an explosion in data-led initiatives like programmatic buying, as well as a simultaneous increase in the importance of creativity. A less adventurous marketer might see these trends as chalk and cheese, as two developments which have the power to markedly improve a brand’s bottom line, but which don’t have much room for crossover.

Today I vented on LinkedIn about ADMA's membership fee starting at 4K per year, which for a small biz is prohibitive. So good to read abo...

Lawrence Ladomery

Sensis-owned digital agency aims at data-driven marketing needs of SMBs

Read more

When you want to get the most ROI, researching about the tools you need will pay off big time. Take for example your marketing and repor...

TapAnalytics

​How to get the best ROI from your martech investment

Read more

We can see how companies are now developing and improving the digital marketing platform they are using and finding ways to add more feat...

TapAnalytics

CMO's top 10 martech stories for the week - 21 January

Read more

Very nice article, Thanks for sharing this necessary information about digital trends. Specially i like prediction no 3 " Marketers embra...

kevin marshall

Predictions: 16 digital marketing trends for 2016

Read more

Mobile has indeed becoming a big player in the marketing industry. It should be utilized by businesses and mobile campaigns should be pro...

TapAnalytics

Report: Mobile-based campaigns and coupons boost consumer brand sentiment

Read more

Latest Podcast

More podcasts

Sign in