Facebook has been aggressively looking at ways to branch out into new markets, and one of them is ads. To grow its ad market, Facebook is teaming up with ESPN, A&E Networks, Scripps, Tubi, and others to launch this new ad platform.
Now when services want to offer ads, Facebook will be the marketplace to help them find advertisers willing to pay for their audience.
In a recent Facebook blog post, Facebook said:
Many publishers directly sell a large percentage of the ads on their properties, and we believe there is an opportunity to help them more accurately target those impressions, serve more relevant ads and reduce the waste created by inaccurate delivery.
Built on Facebook’s people-based demographic information, such as age and gender, we are beginning to test a new tool, known as Audience Direct. Audience Direct will be used to facilitate deals between publishers and advertisers for direct-sold video campaigns on a publisher’s owned and operated properties. It is a self-service tool where publishers can share deals with their advertisers and monitor the performance of those campaigns.
So why is this good news for cord cutters?
Ad dollars drive many streaming services such as Tubi TV. Currently it’s a limited market with only a handful of players. Now that it is seen as a growing market, more ad services are jumping in in an effort to help grow the market bringing much needed funds to cord cutting services.
Hopefully others will see the benefit of cord cutting and bring more services to cord cutters.
Source: AdWeek
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