Facebook’s Audience Network has been able to prove driving money to developers. It is now used by many of large Game and App developer houses.
Facebook’s Audience Network offers integration with iOS, Android and Mobile Web pages. However, usage of Facebooks Audience Network (FAN) within Mobile Web is in Beta stage now. FAN offers traditional ad units like Banners, Interstitial and Native. However, developers mostly likes it’s Native units. Facebook claims, around 83% of FAN impression comes through Native ads.
FAN eCPM is good and can be compared to Admob. However, it depends on CTR too. But, as FAN pays both on clicks and impressions, therefore even with low CTR, chances remains to get some money with impressions.
So, where is the big difference with Admob?
The main problem with FAN is low fill rate. The main culprit behind this is the need of Facebook app installed in the device. If Facebook is not installed, there will not be any impression. You will left seeing reports of very low request ‘Filled’ compared to ‘Request ‘ made. After ‘Filled’ request too, it does not mean that the ads will be seen by user. So, viewed ads by user may be very less compared to request made for a ad. Your filled request may be very low for mobile websites, if your code implementation makes request for Desktop sites too.
On the other hand Admob fill rate is very good. Admob does not require any app to be installed on the device. Generally most of developers get more than 90% fill rate through Admob.
Here is the official Facebook documentation about low fill rate for FAN:
- The person using your app hasn’t logged into the Facebook app in the last 30 days, or the person on your mobile website isn’t logged into Facebook in the same browser. In order to show targeted ads, Audience Network needs to be able to match each person to his or her Facebook profile. Without this match, we can’t fill the request.
- The person using your app or site has turned off targeted advertising in his or her device settings.
- Your app or site has requested too many ads in a short period of time. Audience Network limits ad delivery to a maximum of 25 ads served per 30 minutes to a single person. We’ll also limit ad delivery if your app or site requests more than one ad for the same banner placement within 15 seconds.
- We couldn’t find a relevant ad that matches the targeting and interests of the person using your app or site. Check your filters to make sure you aren’t excluding too many possible advertisers.
When using FAN, developer may choose to use mediation to compensate low fill rate.