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Meta’s Audience Network: Is it right for small business owners?

The Audience Network by Meta extends the reach of your Meta Ads beyond the Facebook platform to a diverse array of external websites and mobile applications. Meta tells you that this feature allows advertisers to maximise their exposure and reach a broader audience.

Sometimes, ads are blended seamlessly into the design and layout of the host website or app, providing a non-intrusive experience.

Occasionally, they are displayed in standard banner spaces on websites and apps. While at other times, they appear at intervals between articles, games, videos, etc.

My 4 main concerns

1. Lack of placement control: Advertisers have no control over where their ads will appear, leading to the risk of ads being displayed on irrelevant or inappropriate sites.

2. Limited interaction and behaviour tracking: Due to GDPR regulations, detailed interaction and behaviour tracking is significantly restricted, limiting the data that can be collected and shared.

3. Performance variability: Some ad placements may underperform, necessitating frequent adjustments to your ad strategy.

4. Inability to retarget: It is not possible to retarget any audience that has seen your ads outside of the Meta platform.

While there is no denying that the Audience Network offers the advantage of extending the reach and visibility of your ads beyond Facebook, it also presents significant challenges, particularly around tracking and ensuring ad relevance. 

For most small business owners, these drawbacks outweigh the benefits. Personally, I am not an advocate of this placement and prefer manual placements where I can select the exact locations for my ads. Small business owners should carefully weigh the pros and cons before utilising Meta’s Audience Network.