Facebook starts opening its black box to keep advertisers from avoiding Audience Network
Ad Targeting | February 01, 2017
Late last May, GroupM’s head of paid social, Kieley Taylor, sent an email to the WPP-owned media agency network’s paid social teams in the US. She had just finished one of her regular check-ins with Facebook, during which she was told that any video ads bought through Facebook would now be automatically opted in to run across Audience Network, Facebook’s ad network of third-party sites and apps. Taylor’s message to her team was clear: Opt out now.