Facebook has decided to shut down the Audience Network for advertisers to extend Facebook campaigns on third party networks and applications.
This service will be closed this year on April 11, 2020. Facebook will save record data in its servers for six months after 11 April, granting access to active accounts. This move also results in a company decided to cut down on the cookies of the mobile web. Now, Mobile marketers who administered ad campaigns through Audience Network will have to face problems now. These marketers will have to look for other alternatives to buy media on the mobile web.
This step by Facebook is viewed as a response to recent changes by companies like Google and Apple. This process got done to narrow audience tracking with third-party cookies between rising concerns about internet privacy. It is also done to protect brand safety along with statutory limitations on data-sharing.
It’s still unclear if the decision of Facebook to shut down the service will affect Facebook’s advertising revenues. The mobile web arm is just a tiny part of the social network’s ad industry. Facebook spent over $1.5 billion to administrators via its Audience Network in 2018. Moreover, according to one marketer, “The web part is the riskiest — brand safety, ad fraud, viewability concerns and also space where Google and others are so dominant.”
In addition, Facebook has regularly estimated back its attempts to set ads on third-party mobile apps and websites in a few years. According to one Facebook spokesperson “We make business decisions based on where we see growing demand from our partners. It’s in other formats across mobile apps.” Many users are still confused about whether they can access the monetization manager. Facebook confirmed it and told that users would be able to use the monetization manager. Also, the payment for ad revenues will be made as usual on the 22nd of every month.
