This post was most recently updated on July 11th, 2019
Facebook Instant Articles offers a unique way for website publishers to make use of fast page load speeds, increased social sharing and decreased page abandonment on mobile. You might be considering signing up or implementing FIA (Facebook Instant Articles) within your publisher model, but the question remains: Is Facebook Instant Articles compatible with my ad stack and header bidding?
Without wasting your time, we can confirm that unfortunately, FIA does not allow header bidding. However, within this article, we’ll cover the ins and outs of FIA, show you how to implement it, help you understand why it doesn’t work with header bidding and talk about the pros and cons of the platform.
Facebook Instant Articles is a product launched by Facebook a few years ago that allows publishers to utilize their platform for content publishing. When doing so, publishers can benefit from 10 times faster than average mobile page loading times, 70% lower bounce rates and a general 30% increase in social shares. The platform also allows publishers to monetize their content with either their ads or using Facebook’s audience network.
The industry calls it a native publishing platform as it draws users from their Facebook feed and directs them to the page within the Facebook platform instead of the website’s page with the focus on the mobile web. Find out how to get started with FIA here.
If you were hoping to use header bidding with FIA, you’re out of luck. Facebook Instant Articles only allows ad fill that is directly sold or goes through the Facebook Audience Network (FAN). This means that the following is prohibited:
Here’s a quote from the Facebook Instant Articles Ad Sales and Serving section:
“Direct ads must either be directly hosted in your ad server or directly call the advertiser, returning a creative file in response to all requests (i.e., no programmatic transactions).”
Find more details here: https://developers.facebook.com/docs/instant-articles/policy
If you still plan on using FIA, Nichemarket.co.za have identified a few significant pros and cons that come with utilizing the platform. Here are some of the most relevant ones:
If you have any questions or concerns with regards to the use of Facebook Instant Articles or would like to find out how we can optimize your ad stack, you can sign up for a free consultation today!
Kean Graham is the CEO and founder of MonetizeMore & a pioneer in the Adtech Industry. He is the resident expert in Ad Optimization, covering areas like Adsense Optimization,GAM Management, and third-party ad network partnerships. Kean believes in the supremacy of direct publisher deals and holistic optimization as keys to effective and consistent ad revenue increases.
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