Facebook Exchange
Written by 5ivecanons Staff
Facebook has had many structural changes since 2004. However, one thing remains the same: Facebook ads continue to be the company’s primary marketing platform.
With Facebook exchange, or FBX, the company is continuing its tradition of providing relevant, specific, and targeted ads in a powerful new way. FBX is an ad-bidding network that utilizes cookie-based targeting through Demand-Side Platforms (DSPs) to reach Facebook users with timely, relevant, and specific ads.
How Does it Work?
In short, Facebook has teamed up with DSPs who store tracking cookies in users’ browser caches which are triggered when those users visit Facebook again. Once on Facebook, marketers can bid in real time on retargeted ad space on Facebook’s right column.
This functionality allows FBX to track users’ browser habits for extended periods of time and gives advertisers the data necessary to provide relevant ads. Currently, FBX is not integrated with demographic or psychographic information, sponsored stories, or ads on timelines, but already agencies have reported more efficient results.
According to an article by Forbes, Bizo, which worked with AppNexus, also found that in terms of clicks to actions, FBX is 2.6 to 8.9 times more efficient, and that CPL for FBX was 5.5 to 6.5 times better than other exchanges.
FBX is 2.6 to 8.9 times more efficient, and that CPL for FBX was 5.5 to 6.5 times better than other exchanges
Who Should Use This?
Facebook Exchange is a powerful tool for marketers who want to generate more conversions on social media, with data that was gathered outside of Facebook.
For marketers looking to increase brand awareness and user perception, other tools such as custom audiences targeting has shown better results due to their integration with Facebook’s social formats and fan targeting.
How Can It Help Me?
If you have a product or service on the web that yields great traffic but is lacking in conversions, FBX might be the boost to drive those conversions.
If you are interested in learning more about Facebook Exchange and how to integrate it into your marketing campaign, hire us.
