Tag: facebook advertising

The social media giant is broadening its Audience Network outside the reach of its platform.

Facebook has announced that it is expanding its Audience Network to make it possible to deliver interest based mobile ads to smartphone and tablet users who either aren’t members of its social media platform and to those who simply aren’t signed in.

The goal is to be able to further solidify Facebook’s position as the second biggest mobile advertising network.

According to the social network, it will be able to obtain enough usable data about non-Facebook users or users who aren’t logged in, through its own technology, to make it possible to generate relevant interest based mobile ads to serve to those individuals. Those mobile ads will be displayed to smartphone and tablet users via various apps and partner sites.

This is accomplished through the Facebook Audience Network (FAN), which was initially created in 2014 and makes it possible for mobile marketers to place targeted ads in Facebook’s signature style onto various mobile friendly partner sites and apps.

These interest based mobile ads will help to keep Facebook just behind Google in smartphone advertising.

According to Facebook, among all the impressions received on FAN, 80 percent of them are native. Within the mobile app ecosystem, Facebook has said that 6 percent of all time users have spent on mobile applications is on apps that are partners in the FAN. Back at the start of this year, the social network announced that Q4 2015 had a $1 billion annual revenue run rate. Comparatively, that same figure for Google Network was $4.14. Though Facebook still has less than a quarter of the Google mobile ad revenue, it is still the next closest to that top spot.

Among FAN’s strong points is that it is able to glean granular data from Facebook users, of which there are 1.6 million actively using the platform around the world. That said, it can now step beyond that specific group of people and may be able to strategically obtain data of the right quality in order to ensure that the targeting accuracy will remain high.

Recently, Andrew Bosworth, the Facebook vice president of ads and business platform explained the importance of interest based mobile ads. He said that “One of the things we’ve heard from people is that many of the ads they see are annoying, distracting or misleading. We think companies can do better, and that’s why we’ve been focused on improving ads both on and off Facebook.”

This will allow people to be able to stop the personalized advertisements from following them around online.

For users who don’t like Facebook ads that follow them wherever they happen to go on the internet, the social network is now providing the option to block this from happening.

These personalized ads were first introduced last year to be displayed on sites off Facebook.

In this way Facebook ads were displayed on and off the social network’s site, based on the other websites and apps that people were using. The global deputy chief privacy officer at the social network, Stephen Deadman, explained that “Today, we’re introducing an additional way for people to turn off this kind of advertising from the ad settings page right on Facebook.”

This allows Facebook ads to be blocked from the company’s site, instead of having to use other services.

Previously, it was possible for internet users to be able to block the ads through the AdChoices program from the Digital Advertising Alliance, or by altering the settings directly on the iPhone or Android based smartphones. With these latest changes, it is now possible for this same goal to be accomplished directly through the Facebook site.

Although Facebook has been serving users ads based on the content on which they have previously clicked “Like,” a broader program was launched last winter. In December of last year, the company posted “Let’s say that you’re thinking about buying a new TV, and you start researching TVs on the web and in mobile apps,” adding that “We may show you ads for deals on a TV to help you get the best price or other brands to consider.”

The new option on Facebook allows a site user to opt-out. This means that the targeted Facebook ads will automatically be turned on, and they will remain that way be default unless a user actively goes to the “Settings” tab and changes the preferences for the social network’s advertisements.

The company has stated that it will continue to use the data that it collects by way of the use of the “Like” button on other websites in order to provide them with relevant advertising on Facebook.