Facebook extends Audience Network to mobile

Mobile web continues to be an important platform for many publishers, especially news and media publishers. Mobile is the main channel where people consume media, but publishers still struggle to monetise their traffic. This is true for in-app and even more so for mobile web. On average, news sites receive approximately 40% of their traffic from mobile devices. In addition, a comScore comparison shows that the top 1000 mobile web properties have two and a half times the reach of the top 1000 apps.

Facebook now enables publishers to use its people-based targeting and ad formats - including native ads - to allow efficient monetisation of mobile web traffic. This is similar to its existing Audience Network product for mobile apps; it is simply extending the delivery of ads to mobile websites. It just takes one click for advertisers to expand their campaigns beyond Facebook and Instagram to reach people across all touch points in the entire mobile ecosystem (app and mobile web).

Across mobile web, publishers will now be able to:

• Monetise their mobile web native formats: Use native ad formats, including carousel ads as well as create native versions of standard formats - native formats that currently make up over 80% of the impressions on the Audience Network today and perform up to seven times better than standard banners formats.

• Publishers can now leverage the fully customisable native units and innovative formats such as carousel ads that showcase multiple images, to create unique ad experiences that match the look and feel of their mobile website.
• It is also helping publishers create easy-to-implement native versions of standard formats, such as 300x250 medium rectangle, to improve the ads experience of every ad served from Audience Network.

• Integrate easily: With no SDK integration it's easy for publishers to go live the same day they are approved