We covered about the New Facebook Exchange that was revealed to the world and ended the beta program running since June. Using the new FBX, advertisers and agencies can expand their reach to harness the quality and scale of Facebook, while continuing to deliver ads using the user intent data they own, to build a relevant, efficient and complete direct-response marketing program.
The Facebook Exchange complements your existing Facebook strategy while expanding your reach for exchange-based buys. Lets look into the complete guide to the brand new Facebook exchange
Real-time bidding through the Facebook
Exchange enhances Facebook’s ability to serve more relevant ads based on intent (cookie-based) data that advertisers own. Leading advertisers, audience technology players, and demand-side platforms use online, cookie-based user intent data to deliver ads to consumers in most non-premium online display advertising.
Expanding these capabilities to Facebook’s massive audience of 955M users allows advertisers and agencies to gain efficiencies by aligning with their existing buying methods through the RTB industry-standard mechanism.
Expand your reach
Improve the quality and quantity of your reach. Now, you can leverage your existing technology solutions, through real-time bidding on the Facebook Exchange, to reach over 955M people globally*. Consumers spend over 6 hours a month on Facebook, more time than other sites, so including it as a part of your direct response or audience buying strategy is an efficient way to reach more people online.
Leverage your own consumer intent data
Marketers have valuable consumer intent data that can be used on the Facebook Exchange to expand their direct-response campaigns running on other exchanges into Facebook. This is a great new way
for advertisers to use their own consumer intent data from across the web and deliver more relevant ads on Facebook via an approved Demand Side Platform (DSP).
Everything you expect from a real-time bidded exchange, on Facebook
All of the features of real-time bidding that drive efficiency for marketers apply to Facebook ads when purchased through Facebook Exchange. DSPs using Facebook Exchange can implement features like multi-touch attribution, view-through conversions, global frequency capping, day-parting, and creative optimization. These are just a handful of benefits that drive ROI. Bid only on impressions that achieve your campaign goals.
Consumer intent (cookie-based) data
The Facebook Exchange allows programmatic buying of Facebook ad inventory through real-time bidding. Agencies, trading desks and direct marketers can buy Facebook ads using the same consumer intent data they use on other exchanges.
Who is it for?
The Facebook Exchange is ideal for marketers who want to expand the reach of their exchange-based remarketing and behavioral targeted audience buys across Facebook’s 955M
global monthly active user base.
The Facebook Exchange does not replace your existing social advertising strategy on Facebook. Facebook’s native advertising products such as Sponsored Stories and Page Post Ads in the News Feed used in conjunction with the Facebook Exchange are a powerful way to achieve marketing objectives from awareness to conversion.
Facebook Exchange at a Glance
• Scale » 955 million active users (June 2012), 57% of whom are daily users.
• Optimal targeting » Your own consumer intent data.
• Optimal objective » Campaigns with off-Facebook direct response objectives.
• Formats » Facebook Standard Ad driving off of Facebook. Page Post Ads and Sponsored Stories not included.
• Placements » Right-hand side. Home Page and News Feed placements not included.
• Ad Serving » Served by Facebook.
• Ad tags » Approved tag providers only.
• Exchange access » Approved demand side platforms (DSPs) and trading desks.
Get Started Today
Contact your preferred DSP or Agency Trading Desk to get started. https://apps.facebook.com/pmddirectory/ and select More Options and click Facebook Exchange through Real-time bidding
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