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"We are excited about how bidding will create more transparency in the marketplace for publishers and advertisers" And this is what Talefun was hoping to achieve with Facebook's Audience Network.� Specifically, the�company�wanted to explore how to fulfil ad requests at the highest price,��through�real-time bidding�capabilities�while reducing�operational costs.� In the past, Talefun's best efforts were based on historical data for fill rate, CTR and eCPM, which change often and are hard to keep stable in different regions. Manually optimizing its waterfall also required significant operational resources, and�this�wasn't really posting satisfactory results. Last year, Talefun started integrating and testing bidding on all of their classic and game apps, which have a large active user base and rely on ads monetization. To get a clear understanding of the impact, they ran a sophisticated A/B test during the last quarter of the year with a sizable portion of their impressions wherein: - Group A: Audience Network is bidding, other demand sources are in a waterfall - Group B: All demand sources are in a waterfall What were the results? Talefun saw an increase of +20% in revenues from bidding (Group A). With increased efficiency in ad requests from bidding, the number of in-game ad requests went down, but there was a clear increase in competition with higher ad prices and efficiency in process optimization. "The benefits are very clear," concludes Talefun's monetisation manager Vincent Luo. "We are excited about how bidding will create more transparency in the marketplace for publishers and advertisers. This implementation method will undoubtedly create a more efficient way for publishers to monetize and increase revenues." Amelia Zins is a Product Marketing Manager at Facebook Audience Network and is based in London.