Facebook Just Changed the Mobile Web Landscape With Header Bidding

By adageeditor@adage.com (George Slefo)


Facebook just executed what might best be described as a digital advertising coup against rival Google and its DoubleClick empire.

The social media power said Wednesday that it’s bringing advertiser demand from its Audience Network to mobile web publishers that use header bidding.

Mobile publishers have been able to tap demand from Facebook Audience Network until now so long as they didn’t use header bidding technology, a system that allows them to take bids from multiple buyer pools all at once. But if they wanted to capitalize on header bidding, they had to forgo any demand in FAN.

Facebook just executed what might best be described as a digital advertising coup against rival Google and its DoubleClick empire.

The social media power said Wednesday that it’s bringing advertiser demand from its Audience Network to mobile web publishers that use header bidding.

Mobile publishers have been able to tap demand from Facebook Audience Network until now so long as they didn’t use header bidding technology, a system that allows them to take bids from multiple buyer pools all at once. But if they wanted to capitalize on header bidding, they had to forgo any demand in FAN.

Continue reading at AdAge.com

Go to the full article.

Source:: Advertising Age – Digital