CAMPAIGNLIVE – Feb 3 – Advertisers can now buy Tinder ads programmatically. The dating app has partnered with Facebook's Audience Network. Peter Foster, GM of global advertising at Tinder's parent company Match Group, said that using Facebook's Audience Network will allow them to have high quality, well-targeted ads sold and served by Facebook for any impressions that they don't fill with their direct sales efforts. According to Foster, Tinder has been tripling its direct sales YOY and its sales team could not keep up with the demand. Launched in April 2014, Facebook's Audience Network allows marketers already running ads on Facebook's News Feed to extend their reach through publishers and apps. There are now 4M advertisers on Facebook, but the platform won't disclose how many of those use the Audience Network. The popularity of programmatic advertising has surged in the last year. eMarketer projects that this year, programmatic will represent 73% of all display ad spending. By next year, 75% of all programmatic display ads will be on mobile.
by Ilyse Liffreing
See full article at CampaignLive
Summarized by the Courtland Brooks team