According to AdExchanger, Facebook Audience Network (FAN) has gone head to head with Google, again, by expanding into mobile web advertising.
FAN was originally launched as an in-app advertising network which allowed publishers to harness Facebook data and buy in apps outside of the social network while still using the Facebook ad interface. Publishers can use the same targeting available for Facebook ads, including Custom Audiences, core audiences and lookalike audiences to make their ads personal, relevant and easy to measure.
This major move allows the 2.5 million existing Facebook advertisers, plus a large quantity of new customers, to reach more of their audience via mobile web. Facebook recently reported they reached a billion dollar annual run rate for advertising spend through the Audience Network in Q4 2015. This expansion enables them to grow this figure in 2016 and gain more market share from main competitors Google.
Audience networks for mobile web is still in beta. To sign up click here.