We know that many of our customers are well versed in Facebook Exchange (FBX), but there are many who do not live in the space and have limited knowledge. I was one of many that fell into this category. This was before I was asked to write an introductory article to FBX and discovered a whole new world of digital advertising.
Facebook is an obvious appeal to many, (particularly myself), who use it to communicate and stay in touch with many friends. Never did I think twice about the content of the advertisements that popped up on the side of my NewsFeed… until I realized the same boots I had just viewed on Amazon were appearing on the side of my personal Facebook account. At first I thought it was creepy. Did they have access to my personal laptop? The answer, I found out, was no.
The background behind Facebook’s online marketing comes through something called Facebook Exchange (FBX). FBX is a way marketers optimize their targeting capability and create intelligent interactions with their users through the popular social medium. With FBX, marketers are able to reach their users on Facebook by tracking websites previously visited, all in real-time. Using cookies for tracking, third-parties like IgnitionOne are able to identify each unique user through an engagement score and bid for their ad clients (AKA retargeting). FBX has created a very unique opportunity for advertisers to push users towards purchases in real time when active on Facebook.
A possibly less creepy situation occurred on Facebook when I was booking a holiday trip for my December vacation. After my Google search for “holiday vacations,” Facebook posted multiple ads on cheap airfare and hotel stays right on my NewsFeed. This happened because I had clicked on a specific link that led to an advertiser who had a remarketing pixel. This ad I saw was specific to the advertiser that had pixeled me for planning a holiday vacation. Now I must say, in this situation, I actually found myself clicking on these ads to view what they had in the package for me and in the end, I purchased my holiday flight from one of those advertisements.
As a third party, IgnitionOne offers this ad optimization method through FBX. IgnitionOne bids using their own profiled information they collect with real-time tracking. These functions are coming from within IgnitionOne’s Digital Marketing Suite (DMS), optimizing ways to reach customers. Through real-time bidding (RTB), IgnitionOne has helped advertisers reach millions of users globally.
Facebook now counts for more than half of the retargeted ads on the Internet. It is IgnitionOne’s media optimization and Demand Side Platform (DSP) that contributes to FBX and helps advertisers spend less money and improve their performance significantly. With the use of the Engagement Scoring algorithm, they are able to bid smarter than other competitors.
Edmardo Galli, Managing Director of IgnitionOne Brazil, said that our company is Facebook’s leading partner in Brazil. “Almost all of our campaigns are running in FBX now,” Galli told me. “Brazil is second in the world in total number of Facebook users, which means our programmatic campaigns receive double the results of other exchanges.”
Targeting consumers has never been more efficient. Through Facebook posts and NewsFeed ads, FBX has transformed the way marketers advertise. Now we can all settle down and accept that it is not creepy the next time Facebook knows we are planning a specific eight-day trip to Hawaii.