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June 19, 2012

Social Samosa: Facebook Exchange – That’s the way the ‘cookie’ crumbles!

In the last article I wrote about Facebook, I talked about how Facebook is doing a lot to spruce up things at their end especially after the Facebook IPO crackdown… Even before the IPO was launched, facebook had made its intention clear about mobile platforms and of course advertising on mobile is something that they have started working on already. Its current shortfall in advertising revenue has prompted it to take further steps in that direction.

Facebook plans to introduce a new service called Facebook Exchange! It will give the option to its advertisers to bid in real time for ads on its platform. The feature will allow advertisers to reach out and target specific types of Facebook users / potential customers based on their browsing histories. This will be based on cost per 1000 viewers.

Facebook Exchange will only be allowed for conventional Facebook sidebar ads and not sponsored stories or mobile.

In the last article I wrote about Facebook, I talked about how Facebook is doing a lot to spruce up things at their end especially after the Facebook IPO crackdown… Even before the IPO was launched, facebook had made its intention clear about mobile platforms and of course advertising on mobile is something that they have started working on already. Its current shortfall in advertising revenue has prompted it to take further steps in that direction.

Facebook plans to introduce a new service called Facebook Exchange! It will give the option to its advertisers to bid in real time for ads on its platform. The feature will allow advertisers to reach out and target specific types of Facebook users / potential customers based on their browsing histories. This will be based on cost per 1000 viewers.

Facebook Exchange will only be allowed for conventional Facebook sidebar ads and not sponsored stories or mobile.

How does it work?

  1. Let’s say a potential customer visits a shopping site that has tied up with a Demand side platform (a third party technology partner that will be a mediator for Facebook Exchange)
  2. A cookie is captured on that page when they have shown purchase intent.
  3. If the customer doesn’t make the purchase and just goes away as a non-sale or if the advertiser wants to target that user again, then typically they can contact the demand site platform and get the users anonymous user id.
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