by Tobi Elkin // March 24, 2017
Facebook’s announcement this week that it would officially enter the header bidding space wasn’t all that surprising, given the fact that the platform has been testing the system for months. However, what’s a little more surprising is that it’s turning to partners including AppNexus, Amazon Publishers Services, Index Exchange, and Sonobi to help it build the technology.
What this means is that publishers that work with one of Facebook’s pre-approved partners can gain access to the platform’s Audience Network via existing integrations. Facebook is relying on partners to ensure that Auidence Network demand arrives seamlessly onto a publisher’s site.
Facebook, which also doesn’t currently offer server-to-server header bidding, is looking to its tech partners on header bidding and in so doing, may find ways to nurture stronger relationships with publishers. Facebook’s play drew mixed reactions from ad-tech executives.