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

What happens when the 'market' becomes a 'customer'?

One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”

3 Metrics to measure B2B content marketing ROI

Content marketing has become a key pillar for marketing departments of all sizes across the world. But how do you measure – and ultimately prove – the effectiveness of the time, money and energy spent on content marketing?

How global brands can connect on a local level

The dot-com boom allowed brands to easily access the global market. Thanks to this increased exposure and worldwide awareness, brands can no longer exist in a local bubble.

Dan Ratner

managing director, Uberbrand

Informative comments , I loved the info , Does anyone know if my assistant could get ahold of a blank 2011 IRS 8804 - Schedule A document...


Telstra unveils fresh digital content media services

Read more

So, the one thing I would say is .. the customer already has a voice, whether you wanted them to have one or not .. and they have a platf...

Paul Gilbert

Why digital strategy equals customer experience

Read more

Appliances online are doing a good job online, but they're still not giving customers a truly powerful online experience in my view. Wher...

Graham Howlett

Navigating the future of omni-channel retailing

Read more

For both businesses and marketers alike who want a digital marketing platform that supports data visualization, integrated analytics and ...


Adobe to bolster analytics capabilities of Marketing Cloud with Digital Analytix acquisition

Read more

Good Content is a crucial part in Marketing ROI. No doubt metrics like sharing & engagement, consumption, & lead generation &...


3 Metrics to measure B2B content marketing ROI - B2B marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in