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Facebook Makes Its Mobile Move

September 20, 2012 by Chris Trayhorn, Publisher of mThink Blue Book

Facebook today began to allow its data to be used for targeting mobile advertising in apps and websites. This is an extension of its “ad exchange layer” concept in which, rather than creating its own ad network, Facebook instead layers its demographic- and interest-based targeting on top of existing networks.

If you wanted to know how Facebook can monetize without annoying its users, then this is it.

“Advertisers set a bid they’re willing to pay Facebook to reach a certain demographic of users. Meanwhile, Facebook syncs its anonymous user IDs with several mobile ad exchanges. When a Facebook user visits one of the apps or sites where these exchanges have placements, the exchange instantly sends Facebook that user’s ID and asks if there’s a bid set to target them. If so, Facebook pays the ad exchange some portion of the bid, and the ad is shown to the user.”

More here.

And here.

Related posts:

  1. Achieving ROI With Social Media At a time when pretty much every organization or affiliate...
  2. Let’s Call it ‘Anti-social’ Media I’m confused why we refer to this world of Facebook,...
  3. Twitter Might Be The Key To Mobile Performance Advertising Twitter could change the performance marketing sector if they only...
  4. Ad Budgets vs. Time Spent: The Metric That Means Opportunity I've been talking for three years about networks and publishers...

Filed Under: Mobile Marketing, Perform, Social Media Tagged With: Business Models, CampaignManagement, Featured, Industry Trends, Mobile, Social Media

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