Warc, 2 May 2014
SAN FRANCISCO: Facebook's development as a mobile business
has taken another step with the launch of a new advertising network that can
serve ads to third-party apps.
The Audience Network product was unveiled at a developers'
conference in San Francisco and effectively offers all the features of existing
Facebook ads to other apps, including the targeting and measurement facilities.
As well as banner and interstitial ads, it delivers a native format.
"The mobile ecosystem needs a way to deliver these kind
of native, personalised ads to people, and I'm glad that we can deliver more
than one million active advertisers to your apps," Facebook's chief executive
Mark Zuckerberg told developers.
"This is the first time we're going to help you to
monetise in a serious way on mobile," he added, in remarks reported by the
BBC.
TechCrunch said that the new product would sit well with
Twitter's MoPub mobile ad exchange. It explained that MoPub was not a network
but rather a tool to help publishers manage multiple ad networks which now
included Facebook's Audience Network.
It quoted Twitter's vp of Product for Revenue who said that
Audience Network "fits naturally within MoPub's ad network mediation
platform".
Zuckerberg also used the occasion to outline a wider
cultural shift within the company, Wired reported, moving away from a 'hacker'
ethos to a more customer-centric one.
"The hacker culture is focused on us, the way we do
things," said Zuckerberg, "it's not really that focused on the people
we serve."
Over the coming ten years he aimed to "build a culture
of loving the people we serve that's as strong if not stronger than our culture
of hacking".
This process had already started with a new set of privacy
practices that give users greater control over the data that apps can see and
over what their friends can do with shared posts. Users will also be able to
connect anonymously to third party apps using Facebook.
Data sourced from Facebook, BBC, Techcrunch, Wired;
additional content by Warc staff
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