When it comes to displaying ads, Facebook has become a problem for Google. Spending for display advertising heads to social media, which has been an area of domination for Facebook, particularly through its newsfeeds and Instagram. In addition, the Audience Network allows publishers to target mobile ads based on data contained in a user’s Facebook profile.
The Audience Network also turns newsfeed-like ads into native ads that seem to merge into the content in which they appear. This action allows for campaigns across different platforms, which leads to greater income.
Facebook revealed that as of late 2015, its Audience Network reached a revenue run rate of $1 billion, which is much higher today.