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FBX

I LikeWhen Facebook initially made its move to monetise onsite inventory with foreign datasets (foreign, meaning an advertiser’s first-party data), it divided opinion. We took a somewhat negative stance on the strategy.

With the launch of newsfeed ad formats being made available to RTB, does this require a new approach as to how the paid-for element of the Facebook platform will be leveraged, perhaps pointing to the future of RTB?

ASU Gold Rush

The initial FBX launch turned into a retargeting frenzy. Predominantly used to help drive greater cost efficiencies for businesses running existing RTB campaigns (FBX on numerous occasions was found to be unsurprisingly cheaper) and also to prop up the volume of click-based acquisitions that made the overall click-average-to-impression-conversions on RTB campaigns healthier.

Since then, Facebook has obviously seen enough data to inform its decision to open up more desirable real estate, such as the newsfeed. The fact Facebook saw higher yields from the ASUs in RTB is hardly surprising. By leveraging advertiser-side data, users are more likely to click and buy.

In turn, this drives greater bidding appetite—as well as leveraging impression bidding versus click bidding. Previously, social buying teams bid and bought on a CPC basis. Whereas now, trading desks bid and buy largely on a CPM basis.

Considering the CTRs are also probably higher (due to more relevant creatives matched to data sets), the eCPM and eCPC are likely to be much higher. Flipping it to the newsfeed was a no brainer.

Unlocking Greater Insights

An often discussed subject with regards to RTB protocol is the inability of a DSP to translate the information sent on a bid request. The current open RTB spec includes many parameters which are optional. For an exchange, or SSP, aggregating supply across 1000s of sites, obtaining and sending the same information on every bid request is somewhat of a challenge.

Continue reading on www.exchangewire.com

Facebook today announced that it is opening desktop News Feed inventory to more Facebook Exchange partners.

This will allow businesses to retarget Facebook users who visited their websites with Page Post Link ads in the News Feed, instead of with small ads in the right hand column. News Feed ads typically have much higher clickthrough rates than sidebar ads. Facebook had been testing this with a few demand side platforms (DSPs) Nanigans, Mediamath and Tellapart since late March and said the test was successful.

Now all “Qualified DSPs” have beta access and can create News Feed-based FBX campaigns for their customers. FBX retargeting ads are still not eligible for mobile, however.

The ads will appear in the News Feed the same as any other page post ad or Promoted Post bought through Facebook’s internal platform. Users will not be able to differentiate if the ads were purchased through the FBX or Facebook’s internal platform. Like previous FBX ads, Facebook’s format places a number of restrictions on creative, where advertisers might be used to more dynamic rich media ads on other exchanges. However, the new format introduces options for users to Like, share or comment on an ad, whereas previously users could only click on the ad and be taken to a third-party site.

Because this ad type uses Page Post Link ads, businesses can use “unpublished posts” to test and optimize different creative options. However, realtime dynamic creative is not available for this format. An example Page Post Link ad is below.

Continue reading on www.insidefacebook.com

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