Columnist Andrew Waber believes that as Facebook continues to expand its Audience Network, marketing campaigns might want to focus their efforts away from Google and toward the social media leader. Recently, off-Facebook retargeting through Audience Network has become a much more valuable proposition. Dynamic Ads and Website Custom Audience targeting have been available through Audience Network for some time, but their impact was limited mainly due to its limited reach.
- Some of the latest changes for Facebook’s Audience Network give it a legitimate claim of being a chief competitor to Google for both website publishers and advertisers.
- Businesses can now more thoroughly evaluate the impact of Audience Network as compared to existing Facebook and programmatic campaigns.
- The share of the marketing budgets going to the off-Facebook ad network increased by four percent quarter over quarter in Q2 and Q3, 2016.