Facebook has announced that from 11th April 2020, it will close down the Mobile Web arm of Audience Network.
Whats does it mean and How will it affect the Advertisers?
Advertisers use Audience Network as a digital platform to extend their campaigns outside of its social media platform, on mobile websites. Audience network for Mobile web will simply not work as all the tracking will be blocked, so you cannot buy Mobile web inventory via Audience Network.
Facebook is closing the mobile web placements and in-stream placements on the mobile web via its Facebook Audience Network as of April 11. Facebook will continue to support existing in-stream video and mobile web placements until April 10. After that, it won't provide any demand in response to bids and ad requests for third-party web and in-stream placements.
Facebook will now focus more on Apps and that is the core reason of giving out the Mobile Web business.
Why Facebook is doing it?
I think this is primarily because of recent changes by companies like Google and Apple to limit audience tracking with third-party cookies along with the growing concerns about privacy and brand safety. Apple and Mozilla have already banned third-party cookies from its respective Safari and Firefox browsers.
Also, I think Facebook has already has a large owned and operated property and undoubtedly they want to monetize it rather than getting into agreements with other partners visa audience network and sharing the revenue streams and also give the fact that it is less lucrative. Apart from this, I strongly believe that Facebook will focus more on Instagram inventory monetization.
Whats should Advertisers do ?
As an Advertisers, if you have other demand partners in place or use a mediation platform, remove Audience Network from the setup as Facebook will stop responding to bid and ad requests for web and in-stream placements.
From Apr 11, remove all Audience Network web and in-stream placements from your client or server-side bidding setups to reduce latency.
Now as the announcement has already been made, Mobile Marketers and Advertisers need to find another way to buy Media on Mobile web. Also, to make sure that the Audience Network for Mobile Web is not a part of their Media Buying Strategy.
As an Advertiser, you should take this into consideration that performance might affect (severely) if you have already running campaigns on Audience network for Mobile web. so please prepare accordingly.
Thanks for reading!
Sarang Kinjavdekar
According to Facebook, “We make business decisions based on where we see growing demand from our partners, and that’s in other ad formats across mobile apps. We’re focusing our resources there moving forward.”
Whats does it mean and How will it affect the Advertisers?
Advertisers use Audience Network as a digital platform to extend their campaigns outside of its social media platform, on mobile websites. Audience network for Mobile web will simply not work as all the tracking will be blocked, so you cannot buy Mobile web inventory via Audience Network.
Facebook is closing the mobile web placements and in-stream placements on the mobile web via its Facebook Audience Network as of April 11. Facebook will continue to support existing in-stream video and mobile web placements until April 10. After that, it won't provide any demand in response to bids and ad requests for third-party web and in-stream placements.
Facebook will now focus more on Apps and that is the core reason of giving out the Mobile Web business.
Why Facebook is doing it?
I think this is primarily because of recent changes by companies like Google and Apple to limit audience tracking with third-party cookies along with the growing concerns about privacy and brand safety. Apple and Mozilla have already banned third-party cookies from its respective Safari and Firefox browsers.
Also, I think Facebook has already has a large owned and operated property and undoubtedly they want to monetize it rather than getting into agreements with other partners visa audience network and sharing the revenue streams and also give the fact that it is less lucrative. Apart from this, I strongly believe that Facebook will focus more on Instagram inventory monetization.
Whats should Advertisers do ?
As an Advertisers, if you have other demand partners in place or use a mediation platform, remove Audience Network from the setup as Facebook will stop responding to bid and ad requests for web and in-stream placements.
From Apr 11, remove all Audience Network web and in-stream placements from your client or server-side bidding setups to reduce latency.
Now as the announcement has already been made, Mobile Marketers and Advertisers need to find another way to buy Media on Mobile web. Also, to make sure that the Audience Network for Mobile Web is not a part of their Media Buying Strategy.
As an Advertiser, you should take this into consideration that performance might affect (severely) if you have already running campaigns on Audience network for Mobile web. so please prepare accordingly.
Thanks for reading!
Sarang Kinjavdekar
For nearly 30 years, PENTA has been recognized as a top-rated Integrated Marketing Company. From creativity and brand management solutions with a strategic and holistic approach to results-oriented programs with analytics, our clients trust us as a business partner – working hard every day to help them grow their companies and build brand presence through our wide spectrum of services.
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