"Instead of designing a system to cache and deliver native assets, a publisher can pass control to the new native ads manager to handle this functionality, which will automatically optimize for highest performing ads," Facebook said in a blog post. "With the native ads manager, publishers can pre-fetch up to 10 ads and deliver them in the best order ranked by yield."
The language is similar to how a sell-side platform might describe its network mediation features. Except Audience Network's native ads manager doesn’t handle ad decisioning for outside ad networks or demand sources. (Facebook's LiveRail platform can serve that purpose.)
In a related blog post, Facebook shared some additional data from the marketer perspective. It said the reach and results achieved by its network campaigns are "comparable" to ads in the news feed, though it didn't drill down on what those reach and results were.
Facebook also shared specifics from a couple customers. Audience Network extension helped the US Navy boost its campaign reach by 33%, and Rosetta Stone reduced cost per impression by 40% compared with other ad networks. Rosetta also reached customers that had 30% higher likelihood to transact.