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Sorry for the late reply to this thread. here is how Facebook ads currently work:
1. The user has to have logged into Facebook within the last 30/60 (i would have to look the exact timeframe up) on that particular device.
2. The user has to have consented to targeted ads from within the Facebook apps.
If those conditions have not been met then no ads are shown. I can search for the link if you want to read it from the horse's mouth.
That's very interesting. I couldn't find that information on their site.
This sort of leaves a big question open . . . all of my app users who are not Facebook people (never log into Facebook) and yet I try to show them a F.A.N. ad. I wonder how Facebook categorizes those users and whether there is any fill rate.
This came up for me a few weeks ago. I couldn't understand why the fill rate in the same country for the same apps was so different. An older version used Facebook login and the other I had switched to Apple for the single sign-on. The fill rate for the people that log into Facebook is close to 100%. The fill rate for the people that are now logging into Apple is significantly lower. I am not sure if they are logged in somewhere else or if something else is going on. But I search the facebook site I found this: https://www.facebook.com/help/publisher/1673395492911956/
And here is the nugget:
The person using your app hasn't logged into the Facebook app in the last 30 days, or the person on your mobile website isn't logged into Facebook in the same browser. In order to show targeted ads, Audience Network needs to be able to match each person to his or her Facebook profile. Without this match, we can't fill the request.
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