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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.

Sumit Takim

In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in