The social network unveiled Facebook Audience Network at F8 in 2014 as a way for advertisers to take advantage of Facebook’s advertising and targeting tools on mobile sites and in applications outside of the social network.
Jakubowski wrote in a blog post that quality ads and insights garnered from advertisers’ conversion signals will drive changes that will be introduced to Facebook Audience Network in the coming months, adding:
One way we optimize for real outcomes is through the signals advertisers send us. Over the past year, we have seen increases in advertisers using conversion signals to optimize their campaigns, such as app events and the Facebook pixel. These signals have allowed us to better understand what advertisers value.
Over the next few months, we will be making updates to Audience Network based on these new insights. These updates will significantly improve our ability to value different ad placements. The more likely an ad placement is to drive a conversion or outcome, the more that placement will be worth. This means that Audience Network publishers may see fluctuations in their CPMs (cost per thousand impressions) in either direction. We hope these updates will encourage publishers to develop high-quality placements that are not optimized solely for click-through rates.
Advertisers: What sorts of changes do you see coming to Facebook Audience Network?