Audience Network came out of beta this week and it was introduced to the wider public. Any app developer can now serve themselves a portion of advertising along with the revenue, through Facebook’s ad – or audience - network.
Anyone who advertises on Facebook can likewise also push their ads out through Facebook’s application network, using Facebook’s user data to target ads based on a person’s location and interests and search data through browsers.
The social media behemoth has had ongoing advertising efforts and this is the latest installment following closely on the heels of its revamp of Atlas. That’s Facebook’s advertisement server that competes with DoubleClick, distributing banner ads to websites and mobile sites in the same manner of Google’s massive revenue machine.
Audience Network enables devs to apply ads into their applications via an API. Using the API, the Facebook-served ads will appear native to the app, with the same styling and coloring of the app itself. “The future of ads is all about showing you ads that are integral to the app experience,” Facebook’s head of mobile monetization Sriram Kirshnan told me. “If you look at the ads inside [Facebook] Newsfeed, they don’t interrupt you or annoy you, they look like they’re part of the newsfeed itself.”
Facebook has very famously had a rough go at making money on mobile devices following its IPO, and now, it’s using the lessons it learned in the meanwhile to make its ad network as monetarily successful as possible, for app developers, advertisers, and Facebook alike.
It has been made very clear by point that Facebook’s future growth isn’t tied to just the Facebook app itself. Facebook has watched Google and noted that the real money is to be made in advertising all over the Internet.
Not many could compete with Google in advertising, but Facebook has the type of user data that might attract ad servers to use it in concert with, or to completely replace Google’s cookie-powered data.