Facebook wants to automate publishers’ direct-sold video ad deals

Facebook wants to automate publishers’ direct-sold video ad deals

Author: Tim Peterson / Source: Marketing Land Already a dominant audience conduit, Facebook is looking to play an even bigger role in pub

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Already a dominant audience conduit, Facebook is looking to play an even bigger role in publishers’ ad businesses.

A year after Facebook started auctioning off publishers’ in-stream video ad inventory through its Audience Network ad network, the social network has started taking part in the deals that publishers strike directly with advertisers for video ads running on the publishers’ own sites and apps, the company announced on Tuesday.

Through a program called Audience Direct, Facebook will automate these direct-sold video ad deals by offering a self-serve platform that publishers and advertisers can use to plug in the details of these deals so Facebook can track that the ads were shown to the intended audience.

The program enables Facebook to monitor the audiences on publishers’ properties and tie them to their Facebook profiles in order to assess the demographic information of a video ad’s viewership, like viewers’ age and gender. That’s the same kind of thing that Facebook had promised when debuting its now-defunct…

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