The program is called Audience Direct. It gives publishers the power to sell their own ad inventory directly to advertisers, keeping their own ad tech infrastructure in place.
Audience Direct vs. Facebook Audience Network. Audience Network leaves most of the publisher infrastructure (relationship, ad stack, etc.) in place while Facebook Audience Network makes publisher inventory available to Facebook customers through Facebook infrastructure.
Quick math. Publisher inventory augmented with Facebook data for targeting should lead to higher CPMs.
Big picture. Facebook’s ad business is a monster that needs additional content in order to grow.
Additional content for Facebook #1: Facebook plans to spend up to $250kper episode of original content.
Additional content for Facebook #2: Facebook will stream at least 20Friday Major League Baseball games during the 2017 regular season.