Facebook Ad Exchange Allows Ads to Leave Its Walls, Organic Reach Lessens
Marketers may notice their Facebook Page likes decreasing, even as the social media network adds another paid ad option. Facebook is going to offer a real-time ad exchange, Ad Age reports on Friday.
Wait, but doesn't Facebook already have an ad exchange? Well, it did … does … but this one's different. The old exchange used outside entities to retarget consumers on Facebook. This one uses Facebook information to retarget consumers in the wild.
Facebook had offered advertisers "Facebook Exchange," a real-time bidding platform in which third-party companies tracked consumer shopping behavior and retargeted them on Facebook, according to Business Insider in January 2013. But on Friday, a BI article on Yahoo! Finance says FBX, the ad exchange launched in June 2012, is all but gone. Indeed, the FBX listing on Facebook's "Advanced Ads" page has a hyperlink titled "PMD Center: FBX Qualified Companies" that clicks through to a blank page when Target Marketing tested it on Friday afternoon.
"By opening up an ad exchange to run ads on others' sites, Facebook would be adding another weapon in its fight to usurp Google as the dominant ad-tech provider,"Ad Age says, hinting that the inventory may appear on Conde Nast, MLB.com, CBS Interactive and ABC Family sites. "Google's ad-tech arsenal includes an ad exchange, a DSP, an ad server and a mobile ad network, and soon enough so will Facebook's."
Ad Age reports how marketers may use Facebook's demand-side platform (DSP) to purchase ads through the proposed LiveRail exchange owned by Facebook. Then Facebook's Atlas ad server can serve the ads and measure their performance, as well as supplement them with other Facebook ads.
At the same time, Facebook says it's reducing brands' page likes by getting rid of the ones from memorial pages and inactive accounts. In a Thursday news post on Facebook for Business, the company elaborates.