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Facebook Audience Direct: A Test Programmatic Video Bidding Software

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Facebook is ramping up its publisher-centric strategy by testing a self-serve product powering programmatic direct deals called Audience Direct. In its first iteration, Facebook Audience Direct helps publishers sell their video inventory, giving them more control over how they structure direct deals and, eventually, how they guarantee delivery against them.

Hearst TV, A&E Networks, ESPN, Scripps Networks Interactive and Tubi TV are its beta customers with the financial terms and pricing model, still not finalized.

Facebook is currently touting Audience Direct as an effective optimization and bidding software and not an ad network.

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