Facebook opens up FAN but keeps it separate from Atlas

Facebook has opened-up its Audience Network to all advertisers and publishers, just days after it announced its re-launched Atlas ad network, but the two platforms will be kept separate.
Facebook announced FAN back in April but it was limited to select partners. The network is basically an extension of Facebook’s highly successful app install ads.  Now when running an app install campaign advertisers can select whether or not they wants their ads to appear on third party apps, as well as on Facebook’s own mobile and desktop properties. App advertisers had been clamouring for more inventory for their Facebook campaigns and now FAN will aim to provide this.
Facebook says developers can now benefit from more than 1.5 million active advertisers on its network. The company also says FAN gives advertisers the same degreeof targeting they’ve enjoyed on Facebook’s own network, which benefits from a wealth of user data.
Publishers seem happy. In a press release, here’s what Chris Akhavan, president of publishing at Glu Mobile had to say:

“We’ve seen CPMs that are 2X or better with Facebook’s Audience Network compared to other top ad networks. We end up being able to show our users fewer ads because with the Audience Network, we can show the right ads to the right people.”

On the advertiser side of things, Shazam’s director of product management Rhiannon White added:

“The Audience Network has delivered phenomenal performance for us. The targeting means the ads are more relevant to our users, and the diversity and quality of advertisers is top notch.”

Facebook is also expanding its ad formats beyond the old in-content feed app ads. The network is now offering banners and interstitials, along with its ‘native’ unit.
Facebook’s new ad units
Over the last six months Facebook has certainly built up an impressive list of publishers, including Le Monde, Wooga, Zynga, IGN, Glu and Merriam Webster. Facebook has also released some positive numbers, claiming Harper Collins saw a 16% in impressions after using FAN, while Walgreen’s increased its reach by 5% and its CTR by 4.5x.
What’s unclear is how all of this ties into Atlas. While Atlas is primarily aimed at desktop, it has a big role to play in mobile, as it allows advertisers to track the user journey from mobile to desktop. Facebook says it’s currently keeping FAN and Atlas separate though – FAN is accessible via the same interface advertisers use for regular Facebook ads. For more information check out Facebook’s advertiser portal.

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