Facebook’s first real ad network has a surprisingly narrow scope. App developers will probably take to it, but other advertisers should stick with Google for now and wait for future Facebook mobile innovation.No doubt Facebook has lofty ambitions for its ad network, but its current focus is extremely limited. The company unveiled its initial plans for the Facebook Audience Network – note naming, no mention of mobile, or of apps – at its first developers’ conference in years. While it addresses some app developer needs, in its current incarnation FAN won’t re-invent mobile or social advertising, and it’s no threat to Google.
What it meansYou’d think that when Facebook finally announced an ad network, it would be a big deal. While the company is sensibly cautious about pushing ads too aggressively, this is a rare example of too much humility. And, perhaps, too much “mobile-first.” FAN is almost totally focused on app downloads, advertising for which has already propelled Facebook to the number two spot in mobile ad spending (and is a big part of its web ad business, too). But wouldn’t a cross-platform ad network, powered by Facebook’s ubiquitous log-in and Like services and targeting capabilities, better suit the company’s ambitions?
Fair enough – FAN debuted at a developers’ conference, not AdTech. And there’s plenty of hubris in Facebook’s middleware strategy to end-run mobile operating systems. Presumably, FAN is not dragging along too much leftover legacy technology from Facebook’s Atlas purchase. Still, while I’m tempted to say “Audience Network” may be a hint of bigger things to come, I’ve got to point out that its nearly 2-year-old, web-focused FBX “exchange” is not a true exchange yet. At least not one where advertisers can buy across a network of networks (see report).There’s a real need for what Facebook is doing. When Gigaom Research surveyed European developers as part of our EC-sponsored project to better understand the EU app economy (see report), they told us that business issues were far more challenging than technology, talent, or EU market conditions. I expect US developers would say the same. Only 16 percent of EU developers said they were “very satisfied” at achieving their business objectives. Nearly half (44 percent) were trying to make money charging for the apps themselves or in-app charges (30 percent), while less than a third (31 percent) sold ads. App discovery and promotion frustrates them, or costs too much.
Facebook mobile ad network could help with app discovery, monetization
Source: Gigaom Research EU independent developers survey, 4Q2013 N = 197
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