Facebook Audience Network ads can now be bought via Google’s Open Bidding Program. The move aims to help advertisers maximize advertising revenue.
Facebook announced in a blog post that publishers using its Audience Network will now have another bidding option. The company has joined Google’s Open Bidding Program to help publishers to maximize revenue.
“Publishers are increasingly using unified auctions to maximize their advertising revenue. Bidding has already made significant inroads in desktop and mobile web, and now we see app bidding gaining similar momentum.”
Header bidding was first added for Facebook Audience Network back in March 2017. This past June, the company also added bidding support for in-app ads. In both cases, it lead to increased CPMs, and more revenue for publishers.
It’s simple: make advertisers compete harder for the same advertising space and you will increase revenues. A clear sign that Facebook will now privilege publishers over advertisers.
“Inviting multiple demand sources to bid in a unified auction maximizes the revenue publishers receive from their inventory. It also helps advertisers reach their target audiences more effectively and efficiently and provides more relevant ads to consumers.”
Oh so maybe there is something in here for advertisers too…