AdWeek ran a "sitdown" with Facebook sales chief Carolyn Everson and GroupM chief digital officer Rob Norman. The Facebook Exchange enables advertisers and agencies to use cookie-based targeting through demand-side platforms to reach their audiences on Facebook with what the company says are "more timely and relevant messages".
In the AdWeek sitdown, Norman said he thinks the Facebook Exchange has probably quadrupled the market in terms of availability of total impressions. Jim Edwards at BusinessInsider raises a couple of pretty good points in that quadrupling the supply isn't the same as quadrupling demand, and that Facebook Exchange was not even mentioned in Facebook's recent 10-Q report.
On Tuesday, you probably heard something about Facebook expanding its FBX (which stands for Facebook Exchange) program, its ad-retargeting service. The advertisers interested in buying ads on Facebook install tracking cookies on your browser, so that they know what you’re surfing online. The concept of how cookies and targeted ads work is fairly well known by now (I’m sorry if I embarrassed us both by reviewing it), but for the sake of being thorough, an example: You’re on Amazon looking to buy Game of Thrones season one, and the advertiser who dropped a cookie on your browser sees this. Cookies and ad-targeting are Internet old hat by now – Google’s been doing this for years, warming us up to the idea of being tracked (and motivating us to figure out how not to be) – but the FBX launch was still noteworthy because it had the potential to change advertising. If Facebook’s targeted ads system completely managed to fly under your radar, know that there is an opt-out option. Now, when you hover over a targeted ad in your sidebar, you see an “X” pop up in the right hand corner. So you’re thinking, “FBX has been around since September, I know what cookies are, and I’ve seen those sidebar ads … why are we doing this again?” We’re doing this because there are some pretty significant changes that are happening, or about to happen, because of this FBX extension (ahem, FBX-tension!). It’s not surprising that Facebook and the marketers using its ad targeting service want more information on what users are doing – but what’s cause for concern is that Acxiom, Epsilon, and Datalogix are among a handful of companies being invested by the Federal Trade Commission. But there’s little use in rehashing why we should be wary of Facebook’s relationship with data brokers. There are two concerns that you should recognize here: One, that Facebook is working with data brokers the government is investigating, and that these platforms are taking their pursuit of our activities offline in addition to tracing our online habits. And between pay-to-promote posts, Sponsored Posts, Suggested Pages, and now targeted News Feed ads, Facebook is going to have an even finer line to walk to keep us interested.
So, fingers crossed, the upcoming News Feed revamp is able to be something of a compromise between advertisers and users.
Facebook is launching a "small alpha test" in which it will serve up Facebook Exchange ads in users' News Feeds, the company announced on Tuesday.
Introduced last fall, Facebook Exchange [FBX] ads are based on users' browsing histories from around the web.
Facebook is only working with a handful of advertisers who work through three partners — TellApart, MediaMath, and Nanigans. The social network's motto is "Move fast and break things," and it is constantly experimenting with new products and ideas, so the migration of more such ads into the News Feed is far from a sure thing. Some encouraging news for Facebook's advertising prospects: Company partners report that the company's Exchange ad-buying program has resulted in up to a 20-fold increase.


One such partner, TellApart, reported a 10 to 20x increase in ROI for clients, including eBags, which saw a 15-fold return on its ad spend. This morning it was announced that Morgan Stanley and other underwriters associated with the IPO have profitted close to $100 million from stabilizing the share price, along with millions in profit more in IPO fees. This entry was posted in Business and tagged Facebook, Morgan Stanley, Nasdaq by Emily Holbrook. Emily Holbrook is the executive managing editor for National Underwriter Life & Health and the former editor of the Risk Management Monitor and Risk Management magazine.
Between all the talk of ad buys and marketing reach, however, it’s difficult to see how this news directly impacts the pure users – not the ones with business pages, not the ones buying ads or promoting posts.
So it’s time to do a little reading between the lines to explain what exactly that will mean.
A small handful of partners, which were all ad-targeting or data identity services, were the first to sign up. Then, when you log back onto Facebook, the advertisers target you with the ads they just bought, which are customized to reflect the Web browsing you were just doing.
When you return to Facebook, a Games of Thrones or HBO or Amazon-related ad shows up in your sidebar. Facebook quickly took control of the Internet advertising market within the last few years; at the launch of FBX, Facebook was home to 25 percent of the Internet’s inventory of display ads.
Facebook avoided the AdChoices logo for as long as it could, but it finally teamed up with the Digital Advertising Alliance earlier this year. From there you can choose to hide that particular ad, hide all ads from that brand, or hit “About This Ad.” That pops you out to some literature on how you’re being tracked. Ads will be getting the same treatment – so it makes sense that as Facebook preps for the new News Feed it also announces that retargeted ads can jump off from their sidebar dungeon and get some prime real estate in the News Feed, where, like everything else, they will be bigger and more noticeable, and there will be more that are based on your Web browsing. In February, Facebook announced it was partnering with data brokers Datalogix, Epsilon, Acxiom, and BlueKai so that businesses using its FBX program could get even better data about the custom audiences they want to target. The federal government wants to know how these companies are collecting our data – both online and offline – and what they are doing with it. And then, that this is going to start playing out in ads not only on the sidebar (an area that eye-tracking systems are showing we’ve learned to ignore) to front and center, in the News Feed. For instance, if you do a lot of searches related to bicycles, Facebook might present an ad from a bicycle shop.
However, if FBX ads become more common, Facebook will run the risk of irritating users with too many ad messages and cheapening the experience with direct-response ads.
Powered by its own proprietary technology, Mashable is the go-to source for tech, digital culture and entertainment content for its dedicated and influential audience around the globe. The company introduced the real-time bidding service in June, which let advertisers employ ads that were informed by users' browsing history. Christina Park, marketing director for Triggit, says the ads also provided an 18% to 30% conversion lift.


Before the public offering, Morgan Stanley was given the opportunity to purchase a large chunk of shares at a discount in order to keep the share price stable through buying and selling once the shares were offered to the public. Our performance so far in the Exchange is doing better than the Google Exchange, and Triggit and others have all spoken up on our behalf.
Just everybody who has a Facebook profile and posts Grumpy Cat memes and trolls pictures of their crushes and dies a little inside every time a Message thread outs that they read and did not respond to something.
FBX, put in the simplest terms, is an inventory of ad space that outlets can bid on in real-time, and retarget to their respective audiences. The early consensus was that FBX was an incredibly efficient way for advertisers to find and target their ideal audiences. Shared and uploaded content will receive bigger thumbnails, and a drop down menu will allow you to filter what time of content you want to fill your News Feed with.
Yes, it’s very real, but if your attitude is “I don’t do anything interesting enough on or offline, sure, go ahead, turn that into a targeted ad, see if I care!” then more power to you.
Though Facebook has allowed advertisers to run Promoted Posts, Sponsored Stories and Page Post Link Ads, this is the first time that more standard direct-response ads will run there as well. While users are in theory at least open to more relevant ads, at least one study has shown many consumers find them to be a turn off. For example, if you searched for a flight to Rio, Facebook would produce an ad showing sales on such flights the next time you visited the site. Park, however, declined to disclose click-through rates, citing a Facebook ban on such discussion. It was reported that Morgan Stanley analysts received information that caused them to cut revenue forecasts for Facebook. This information, however, was only shared with analysts from the 33 underwriting banks and was never made public. The bank not only sold every last one of the 421,233,615 shares it bought at discount, but it also shorted an additional 484,418,657, which only signals one thing — Morgan Stanley knew the share price would drop and it, in turn, would buy back the shorted shares at a profit. But to many (institutional investors and underwriters), that’s just the name of the game.
Our social updates and posts are fodder for the advertisers and this, coupled with targeting ads and tracking, means that those using the FBX system have more than enough information. Facebook had eight partners for the program, all of whom were told to kept mum about Exchange, but on Thursday the company allowed them to break their silence. Triggit used the program with about two dozen advertisers and was so excited about the possibilities, that it made this infographic. Simply put, “the disclosure of lower forecasts to certain big institutional investors left both Facebook and Morgan Stanley open to accusations of selective disclosure.
There are two things happening on our Exchange product right now, and one is that people are engaged more, they’re actually clicking through.



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