Facebook Opens Up Its Audience Network (Beta)

[engine]

Facebook's Audience Network is being opened up today to over 2.5 million advertisers, and to mobile, and now is a whole new big player in the marketplace.
The Audience Network lets advertisers place their ads in apps that aren't Facebook.
If you're a publisher with a mobile site you can now make money off these ads.

Today the Audience Network is expanding to include support for mobile web, bringing the value of native ad formats and people-based marketing to a new set of publishers. We're also enabling 2.5 million Facebook advertisers to reach more of the people they care about on mobile devices. Facebook Opens Up Its Audience Network [developers.facebook.com]

With no SDK integration required, getting started with the Audience Network for mobile web is quick and easy. Once a publisher is approved, they simply add a JavaScript tag to their HTML page source code and then they can start creating placements right away; publishers can even go live the same day they are approved.

Previous story
Facebook Launches Expanded Test of Audience Network Ad Campaigns Into Mobile [webmasterworld.com]

[shri]

Also got approved a few hours ago. Brilliant news, I'm excited about this as it gives us some very legit mobile revenue - google has been disappointing due to their focus on performance driven metrics. I am of the opinion that Facebook may be more brand-metric driven and look forward to testing this against AdExchange/AdSense.

[filbiz]

For the moment I'm not pleased with the result of audience network. Fill rate is low, almost half of the impression. Filled ads is also almost half of the ads request. But the eCPM is good. Other smaller ad network seems better than audience network. Do you think this is worth our time? Is there any advantage of audience network against other ad network?

[RhinoFish]

I'm wondering, since it's designed for mobile, if the creatives that advertisers have running, result in low fill rates on your desktop sites? Can anyone comment on Mobile fill rate?

[freitasm]

I am running the creatives on mobile only - a version of our site that is only used on mobile. Fill rates are really, really low.

[shri]

Yep, low fill rates / CPMs. Not worth the headaches.

I wonder if they're using the rates that they bought advertising on my site on AdX/Sense as a guideline. (For anyone who has seen Facebook ads on your site - you know that deep down there, Facebook knows what the low end CPM on your site is).

[filbiz]

Yep, low fill rates / CPMs. Not worth the headaches.

I guess you are right. I think this is a big joke. Other smaller ad networks are better. Not worth the headaches.

[olias]

So I've been running the test for 2 weeks and racked up impressions in the 6 figures.

Fill rate for FB ads was 30%. CTR based on the actual impressions 0.6%

Upshot was the the revenue was a quarter of what the Adsense ads in the same slot made in the same period.

Disappointed. :(