Facebook to shut down Audience Network for mobile sites
As of April 11th, Facebook is about to shut down Audience Network: it will no longer be available on the mobile segment of the Audience Network. The Audience Network is a digital platform for advertisers to extend Facebook campaigns on third-party apps or mobile websites.
From then on, Facebook will focus on its own platforms, especially on Instagram, that generated 1/4 of the group's revenue in 2019 (a total of about $20 billion in ad value)
Reasons given for this change are as follows:
- Instagram has turned out to be a better player to the core Facebook product.
- Growing concerns about privacy and brand safety, along with legal restrictions on data-sharing.
- Consequence of Google announcement last month that third-party cookies will no longer be available to online advertisers within its Chrome browser.
And of course selling advertising space on third-party applications is less profitable for Facebook than advertising on its own platform.