Facebook tar ännu ett steg med header bidding

Facebook fortsätter att omfamna header bidding, en teknik som gör det möjligt för publicister att auktionera ut annonsvisningar i realtid. Den här gången handlar det om annonser i appar.

Facebook gick redan ut förra året med nyheten att de gav stöd för header bidding i mobilen. Idag gör de samma sak fast för annonser i appar.

Numera kan med andra ord publicister som har appar använda header bidding och inludera annonser från Facebook Audience Network i deras auktioner. För att göra det hela möjligt har Facebook bildat partnerskap med Fyber, MAX och Twitters MoPub.

That means app publishers who use header bidding can include ads from Facebook’s Audience Network in their auctions. To enable this, Facebook is partnering with Fyber, MAX and Twitter’s MoPub.

Så här beskriver Facebook upplägget:

“Currently, ad networks are called one-by-one until an app ad is filled, determined by historical average CPMs rather than which buyer is willing to pay the most. This method often overlooks a network willing to pay more for an impression because it is lower in the chain.

App bidding enables app publishers and developers to establish an impartial and open auction over their ad inventory. All advertising networks are called simultaneously and the highest bidder for the placement wins, thereby providing publishers with opportunities to earn more. Publishers can maximize their access to high value advertisers, fueling the creation of sustainable ad businesses that help ensure people continue to enjoy access to high quality free content.”