Facebook brings mobile header bidding to its ad platform

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Dive Brief:

  • After working behind the scenes with publishers together with the Washington Post, Daily Mail and Forbes, Facebook now permits cell publishers utilizing header bidding into its Facebook Audience Network (FAN) advert, platform per Ad Age.
  • Mobile publishers utilizing header bidding wanting to achieve FAN advertisers can now accomplish that through official tech companions together with Index Exchange, Sonobi, Amazon Publisher Services, AppNexus, Media.web and Sortable in addition to by means of open-source options PreBid and PubFood.
  • The transfer isn’t Facebook releasing a tech platform or a brand new methodology on header bidding, based on David Jakubowski, director of writer options at Facebook. It simply means the social media large is placing demand into different companions as the primary choice.

Dive Insight:

Header bidding permits publishers to just accept bids from a number of purchaser swimming pools concurrently, and is one thing that Google’s DoubleClick already permits in addition to different advert servers. Facebook’s transfer doubtless signifies that the price for cell adverts will go up due to the rise within the variety of bids on the identical stock.

Drew Bradstock, senior VP of product at Index Exchange, informed Ad Age Facebook’s transfer will drive exchanges to “step up their game” and enhance the yield provided to publishers, and it’ll pace up the demise of ordinary tags that impede publishers’ transparency and yield.

The transfer additionally signifies that within the advert area Facebook will almost certainly try to match Google’s choices and capabilities. Facebook’s Jakubowski identified the simplicity in header bidding in comparison with historic advert stacks and processes just like the waterfall strategy and secret public sale arbitrage. He mentioned publishers integrating FAN header bidding noticed income will increase of 10% to 30%.

Header bidding has been the main focus of quite a lot of buzz within the digital promoting area over the previous couple of years. A yr in the past, AppNexus estimated about 70% of the comScore Top 200 publishers are utilizing header bidding. However, more moderen analysis from GetIntent discovered that solely 12% of the highest 1,000 web sites as tracked by Alexa are utilizing header bidding. 

Whether the quantity is nearer to 70% or 12%, Facebook’s push into header bidding is more likely to additional bolster its function and encourage extra publishers to embrace the expertise. 

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