by Ciaran O'Kane on 20th Aug 2015 in TRADERTALK

Facebook has perfected its ad proposition in mobile advertising. Now representing 76% of its total revenue, Facebook is undoubtedly the dominant force in mobile display. How did they do it?

First, they adopted a native approach, building ads seamlessly into their content feed. It also helped that they logged data on hundreds of millions of active daily users to do cross-device targeting.

Now Facebook is looking to apply its targeting capabilities, as well native approach, to third-party mobile apps and sites. Using its recent acquisition LiveRail, Facebook is looking to leverage its first-party data and native formats to move mobile beyond wayward audience-based buys.

Here, Yoav Arnstein head of international, LiveRail at Facebook, discusses the opportunity for both marketers and advertisers.

Some of the keys areas discussed in this episode include:

-- specifics on how Facebook targeting can work for third-party mobile apps and web sites
-- native being the only option to the banner in mobile
-- how mobile video will work on mobile
-- the untapped potential for mobile video in utility and gaming apps
-- why the LiveRail mobile SSP is coming soon, with a big focus on native ads