Facebook Exchange Partnerships Manager Josh Butler spoke about the social network’s real-time-bidding ad exchange to media buyers, agency trading desks, and brand marketers at OMMA‘s Real-Time Buying summit in Century City, Calif., last Thursday.
Sterne Agee pressed the like button on Facebook in a research note Monday, rating its stock “buy” and setting a target price of $37 per share, and citing the social network’s mobile progress and growth by its Facebook Exchange real-time ad-bidding product, Barron’s reported.
Facebook Vice President of Global Marketing Solutions Carolyn Everson touched upon several topics in a conversation with Ad Age, including the future of right-hand-side ads, the social network’s mobile advertising prospects, potential advertising on Facebook-owned photo-sharing network Instagram, and possible monetization of Facebook’s new hashtags.
Rocket Fuel, one of the earliest real-time bidding partners for Facebook Exchange, shared some of the expertise it has gathered in delivering more than 1.5 billion FBX campaign impressions since September 2012 in the infographic below.
Adobe continues to report strong performances for ad campaigns using real-time bidding platform Facebook Exchange via its Adobe Media Optimizer, saying that FBX ads are far outperforming search campaigns in terms of driving registrations on the sites of advertising brands.
Facebook Exchange Product Marketing Manager Scott Shapiro will host a Marketing Talks Live on the Facebook Studio page, where he will discuss how desktop link page post ads in FBX can help brands tap into Facebook’s News Feed.
AdRoll, a Facebook Exchange partner, announced Wednesday that it has rolled out ad retargeting in the News Feed. The company launched this capability earlier this month in beta, and opened it up to all AdRoll customers Wednesday. This way, advertisements can be tailored to target users’ activity off of Facebook.
Just how powerful is Facebook’s News Feed? One of the alpha testers of Facebook Exchange retargeted News Feed ads, Nanigans, said advertising on the site’s primary feature increased return on investment by 197 percent, compared with the right sidebar.
In March, Facebook started an alpha test of Facebook Exchange in the News Feed. Monday, Facebook announced that the FBX for News Feed program has been successful so far, and it is expanding in beta. This technology allows advertisers to retarget Facebook users who visited their websites with page post ads in the News Feed, and not just sidebar ads.