Optimize Your Audience Network Performance
The Audience Network helps you monetize your app by tapping into Facebook's powerful advertising platform. This includes all of the people-based targeting, measurement, and real-time optimization that's used on Facebook itself. To further help you achieve your business objectives, we are introducing a new tool that will let you prioritize CPM or fill rate performance for each placement in your app.
Please note that Audience Network optimization tools are currently not available for Instant Articles.
Audience Network Price Floors
The Audience Network uses price floors, just like the ads on Facebook. This ensures that users only see an ad when the winning bid is above a certain price. We do this to maximize ad relevancy and performance, improving the ecosystem for publishers, advertisers, and users.
The Performance Optimization tool works by adjusting the price floor of ads delivered for your audience. Changes to the tool will impact the CPM, fill rate, and overall revenue earned per placement depending on your preference.
Optimize for CPM
Select “Optimize for CPM” to raise the price floor for a placement. This will increase the average revenue earned per impression, but will lower your fill rate.
When optimizing for CPM, this setting will increase the average revenue earned per impression by raising the price floor for your audience. As a result, fill rates will drop and revenue can also decline if the same user mix, geo mix, and impression counts are used, as the size of the addressable audience will reduce.
Pro Tip: Publishers that have moved the Audience Network up in their waterfall while also optimizing for CPM have seen increases in CPM and revenue above estimates. We highly suggest using this model for banner and interstitial formats.
Best practices for this setting:
- Use with banner and interstitial formats
- Place Audience Network at the top of your waterfall to enable targeting of highest valued users
- Only use with placements that have a backfill demand source. This setting is not recommended for native placements
Balance CPM and Fill
To use the Audience Network default price floors, select Balance CPM and Fill.
Balancing for CPM and fill rate will ensure that all ads are subject to the default price floor formula of the Audience Network. This provides a strong fill rate with CPMs that are determined by your app and your audience. We recommend using this setting for all new banner and interstitial placements to get a baseline reading on performance before making adjustments.
Optimize for Fill
Select “Optimize for Fill” to remove the price floor for this placement. This will maximize your fill rate and revenue, but will lower your average CPM.
This setting removes the price floor and fills requests with ads that have a bid value greater than $0.00. Optimizing for fill rate ensures that if a person has any demand, Audience Network will fill the ad request leading to maximum revenue.
Note: Filling ad requests at the lower end of the demand curve does not mean that higher valued audiences will see a reduction in winning bid CPM. Instead, the average CPM earned across all requests will be lower since the price floor has been removed.
Best practices for this setting:
- Keep as the default setting for native placements
- Use this setting to maximize revenue if Audience Network is your only monetization solution
CPM and Fill Rate Estimates
CPM and Fill Rate projections are currently based on US traffic, but settings changes impact global requests.
For placements with sufficient traffic, hover over any of the optimization settings to see CPM and fill rate estimates. The numbers are based on past placement performance and give an indication of what you can expect when making changes to the placement settings.
While using the Performance Optimization tool will impact revenue by itself, keep in mind that there are actions you can take which will cause your performance to deviate from the estimates:
- Adjusting Audience Network in your monetization waterfall
- Changing the frequency/volume of ads shown to users
- Changing the design of the ad unit, i.e. adjusting clickable region of native ads
- Changing the geo or user mix of your traffic, i.e. moving ad requests from United States to Italy