Babar Khan Javed
Jun 7, 2018

Facebook introduces in-app header bidding

Facebook is partnering with Fyber, MAX and Twitter’s MoPub in order to empower app publishers who use header bidding to include ads from Facebook’s Audience Network in their auctions.

Facebook introduces in-app header bidding

A year after offering header bidding to publishers, Facebook is introducing in-app advertising.

This will allow advertisers and agencies that are members of the Facebook Audience Network to participate in auctions for publishers that insource app monetization.

Publishers that outsource app monetization can partner with Facebook through MoPub, Fyber, and MAX. App bidding offering publishers the opportunity to earn more and conduct real-time auctions with ad networks.

According to Vijay Balan, head of publisher solutions partnerships for the Facebook Audience Network, current ad networks can overlook a demand source that is willing to pay more for an impression.

"App bidding enables app publishers and developers to establish an impartial and open auction over their ad inventory," said Balan in the announcement post. "All advertising networks are called simultaneously and the highest bidder for the placement wins, thereby providing publishers with opportunities to earn more," adding that publishers can maximize access to high-value advertisers.

Campaign analysis

According to PubMatic's Q1 2018 Quarterly Mobile Index, global app impression volumes rose 84% from the first quarter of 2017 through the same period in 2018.

The reason for the takeoff has primarily been driven by publishers, earning more from ad networks that are willing to pay the most for an impression, rather than the historical CPM led waterfall system.

In this format, Facebook will be competing with Google, Oath, MoPub, PubMatic and an array of third-party vendors.


Related Articles

Just Published

17 hours ago

An 'Inactivewear' line made for all your binge-watch...

A collaboration between streaming provider Binge and fashion retailer The Iconic, instigated by Thinkerbell, yields a 19-item line of luxury loungewear.

18 hours ago

How Huawei is using local projects to try to ...

Localisation is Huawei's branding strategy for the year. Its 'Connect the North' project in Canada is one example of this.

18 hours ago

Milo positions itself as a sports drink in Vietnam

The beverage brand seemingly takes a page from Nike in a campaign from Ogilvy Vietnam and Sweetshop director Noah Conopask.

18 hours ago

Singapore’s top influencer investigated for racist ...

Wendy Cheng, aka Xiaxue, stands by her stance in a defensive blogpost, and one brand has already pulled a partnership with her.