According to Facebook, its audience network generated a $1 billion annual run rate using (high) Q4 2015 ad spending as a benchmark. Most of that money went to publishers, and Facebook did not disclose its net revenue after media suppliers were paid.
That revenue was generated with a fairly low market share: Apps that use FAN account for 6% of time spent on mobile, according to Facebook’s data.
Like Google AdSense, Facebook has unique demand to offer. Publishers get access to social media budgets and local advertisers are also in the mix. Facebook boasts access to more than 2 million paid advertisers, many of whom use its Power Editor tools to manage their campaigns. Google reached 1 million advertisers in 2007, the last time it disclosed its advertiser count.
By starting its audience product in mobile apps, then adding video and now mobile web to Audience Network, Facebook has left some in the market wondering whether it will eventually add desktop media, the most mature and saturated market and one where AdSense is well-established.