Facebook to introduce real-time bidding
Facebook is to introduce real-time bidding (RTB) capability for display ads on its site within weeks, allowing brands to target its users based on their off-site browsing history.
The new platform, Facebook Exchange, will work with third-party RTB platforms including TellApart, Turn, Triggit, DataXu, MediaMath, AppNexus and The Trade Desk.
For example, if a user has searched for a flight on an airline's website but not completed a purchase the airline company can bid to serve a Facebook Marketplace display ad to that person.
However, the exchange will not allow advertising targeted to the interests people have listed on their profile, the pages they have liked, sponsored stories and premium ads.
Since Facebook floated on US stock exchange Nasdaq in May its share price has slumped by almost 30% and the company is under pressure to demonstrate a long-term revenue generating strategy.
Facebook has started monetising mobile, which it has highlighted as a "risk factor". Facebook introduced mobile ads in March and then earlier this month started selling Sponsored Story ads specifically for mobile.
Facebook shares were at $27.27 at yesterday's close, down from 28.2% from their flotation price of $38 a share and down 39.4% from a high of $45.
This article was first published on mediaweek.co.uk
- Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
- Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
- Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
- Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
- Marketing Manager (Publishing Partners) - Global Publishing House Recruitment Revolution Excellent Salary + Bonus Incentive + Company Benefits Package,