Facebook Embraces The Mobile App Version of Header Bidding
By Sara Shaw • June 8, 2018
In an effort to grow its ad business outside its own apps, Facebook has struck partnerships with ad exchanges like MoPub, owned by Twitter, which enable it to plug into other ad auctions. The new app ad bidding is similar to header bidding, which is a real time way for websites to auction ad space to competing networks. Alvin Bowles, VP of Facebook Audience Network, says, “we’re not asking publishers to do anything different. They have in-house, third-party ad tech pipes established, and we’re simply looking for an opportunity to bid on that inventory.” This kind of in-app advertising accounts for 80% of the ad spending on mobile devices, according to eMarketer.