Facebook is opening up its data for streaming video publishers to target video ads on their sites and in their apps, reports AdAge, which, in part, added:
“A&E Networks, ESPN, Hearst Television and Scripps Networks Interactive are testing an automated system that lets marketers find their intended audience using Facebook data such as age, gender and location.
“”It’s a new tool that allows publishers to sell their ad space directly to advertisers using Facebook’s ‘people-based’ system,” said Brian Boland, VP of publisher solutions at Facebook.
“Many publishers use Google’s DoubleClick to handle automated sales, so Facebook Audience Direct is compatible with Google’s software.
Facebook is not making money off the beta test, but anticipates eventual revenue from fees on transactions and other opportunities.
“Most importantly, Audience Direct opens a new path for Facebook to expand its ad footprint. It already operates its Facebook Audience Network, but that counts on publishers opening their inventory and letting Facebook handle the relationships with advertisers. Publishers opt in to the audience program, and advertisers can expand campaigns outside of Facebook to those partner properties by just clicking a button.
“But publishers care about keeping their relationships with advertisers. Audience Direct is Facebook’s version of an increasingly popular way of buying digital video ads, so-called programmatic direct.”