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Tag: fbx

  • Facebook Exchange (FBX) Is Apparently On The Way Out

    Facebook launched Facebook Exchange, otherwise known as FBX, back in 2012, and from the sound of it, it may already be going away.

    FBX enables advertisers to reach Facebook users based on specific actions they’ve taken online, such as visiting their website. This way targeting has increased relevance due to the interest the user has already shown in the advertiser.

    Digiday reports that Facebook is downplaying the importance of FBX since it’s for desktop-based retargeting, and we’re living in an increasingly mobile world. FBX will not come to mobile apparently. John McDermott writes:

    Yesterday, during Adexchanger’s Industry Preview conference, David Fischer, Facebook’s vp of advertising, said FBX will not be a focal point for the company going forward.

    He also shares this tweet from Beeswax CEO Ari Paparo, who was apparently in attendance:

    AdExchanger managing editor Zach Rodgers also shared some tweets from the session:

    Facebook is all about convincing brands to use video. Earlier this month, the company revealed that the number of video posts per person has increased 75% globally and 94% in the US.

    SocialBakers found that Facebook has even surpassed YouTube for brands posting video.

    Image via Facebook Exchange

  • Google Partners With Facebook On Advertising

    Google Partners With Facebook On Advertising

    Google announced today that it has partnered with Facebook to add DoubleClick Bid Manager to Facebook’s FBX real-time bidding exchange.

    This comes a little over a year after FBX left beta.

    “Partnership has been key to Google’s success as a rising tide lifts all boats,” says Google’s Payam Shodjai.

    “DoubleClick Bid Manager (formerly Invite Media) has been helping agencies and advertisers buy ad space on sites across the web for years,” Shodjai adds. “We help clients access dozens of private and public exchanges in more than 75 countries, and continue to see double-digit quarter-over-quarter growth in spend – last quarter was our biggest ever. We’re continuing to invest significantly in our technology (you can read some of what we’ve been up to here) to help advertisers and agencies buy programmatically across all devices and formats.”

    It’s unclear exactly when Double Bid Manager will be available in in FBX, but Google says it is coming in a few months. At that point, clients will be able to buy inventory with the product on FBX.

    Earlier this week, Facebook announced the ability for its advertisers to target people who have visited their websites or mobile apps, but said that advertisers with a lot of products that advertise to multiple audiences are better off using FBX.

  • Facebook Brings Real-Time, Cookie-Based FBX Ads to Your News Feed

    Facebook is bringing its relatively new Exchange ads to your desktop news feed in an alpha test that will expand the scope of the re-targeted ads that Facebook launched out of beta last September.

    Facebook Exchange, or FBX, lets advertisers target ads to users with a cookie-based real-time bidding platform. Before today, those ads only appeared on the right-hand side of you desktop news feed (and they’ve been doing pretty well).

    “We wanted to give advertisers and agencies the opportunity to deliver highly relevant ads in News Feed, the most engaging place on the web. Previously, advertisers could run standard ads on the right hand side of Facebook on the desktop. Starting today, advertisers can run Page post link ads on the right-hand side of Facebook and in News Feed on desktop. As they do today, these ads will point back to specific landing pages to help direct-response advertisers drive conversions,” said Facebook in a Studio blog post.

    Note: these ads won’t appear in your mobile news feed.

    It’s also important to note that this is not going to drastically increase the amount of ads you’ll see in the news feed, so you’re not going to get inundated with ads at a higher frequency – it’s just that some of these page post ads will be much better targeted based on your other activities.

    Facebook says that it’s all about providing users with more relevant ads, which is synonymous with better ads:

    “Allowing advertisers to reach people in News Feed is important because people spend more time in News Feed than any other part of Facebook. We also believe that ads delivered through FBX will create more relevant ads for people.”