Facebook’s Audience Network helps expand its mobile reach

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Dec. 4 2020, Updated 10:42 a.m. ET

Audience Network program has huge potential for Facebook

Previously in this series, we’ve covered a number of ad tools and programs that are helping Facebook, Inc. (FB) win business. Facebook’s Audience Network could become the most important ad program for the company yet. This program allows a company to extend its advertising campaigns from the Facebook site or Facebook application, or app, to millions of other mobile apps.

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Facebook launched Audience Network earlier this year in beta. And last quarter, it officially opened the Network to Facebook’s 1.5 million advertisers to extend online campaigns across the mobile space. Audience Network benefits not just Facebook, but developers too. By helping developers manage ad inventories, apps can be more readily monetized.

Facebook growing fast in the mobile ad market

Facebook’s latest move shows how ad dollars are shifting to mobile. A few days ago, Twitter Inc (TWTR) released a new developer platform, Fabric, to help create and monetize apps. Fabric goes one step further than Audience Network. It not only helps developers manage their ad inventories, it also helps developers debug and test new apps.

Google Inc.’s (GOOG)(GOOGL) AdMob and Yahoo Inc.’s (YHOO) Flurry are similar to Audience Network and signal that competition is heating up in the mobile advertising market.

According to a report from eMarketer, and as the chart above shows, although Google leads the mobile ad revenue market, Facebook is growing its market share fast. And while Twitter is a smaller player in this market, the company’s Fabric platform could help it grow.

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