|Facebook's Using Its Muscle to Remake the Ad Tech World
Ad tech ate the world, but Facebook is eating ad tech, at least from the perspective of the industry that was born before the social network began dominating internet advertising.
Last week alone, Facebook shut down its last pure programmatic ad exchange FBX, put the final nail in the LiveRail platform, and expanded its Facebook Audience Network, which is a closed platform. These changes, dripped out over months, have put a scare in the ad tech ecosystem of intermediaries that often bid on ad impressions in open exchanges.
“It’s clear that Facebook is going for a totally walled-garden strategy and abandoning all the real-time exchanges,” said Ari Paparo, CEO of ad tech company Beeswax.
Facebook also made changes to the Facebook Audience Network, which sells ads on apps and websites outside the social network but using Facebook user data. Now, Facebook will serve ads on outside properties to users who aren’t even members of the social network.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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