Facebook Ad Exchange to Now Include DoubleClick Bid Manager: Implications & Performance Strategies

When Facebook Ad Exchange (FBX) launched last year, Facebook enabled advertisers to run Facebook Ads through demand-side platforms (DSPs), including AdRoll, AppNexus, DataXu, MediaMath, TellApart, TheTradeDesk, Trigitt and Turn.  Google’s DoubleClick Bid Manager (formerly called Invite Media) was conspicuously missing from the list of approved DSPs.  But now, Facebook is welcoming DoubleClick Bid Manager as a DSP partner, enabling advertisers to buy Facebook Ads though DoubleClick rather than directly through Facebook or the aforementioned DSPs.  DoubleClick announced that the ability to purchase FBX ad inventory will start in the coming months—details to follow. 

PERFORMANCE STRATEGIES

1.  Exploit Integration Opportunities

FBX’s inclusion of DoubleClick creates the potential for several new integrated Google-Facebook opportunities for advertisers currently running display campaigns through DBM.  Advertisers can now combine Google capabilities with Facebook capabilities to increase performance.  For instance, advertisers could retarget—on Facebook—users who click on a Google paid search ad, but don’t convert.  In fact, DoubleClick advertisers can now retarget users on Facebook based on their visits/interactions with pages across the entire DoubleClick Ad Exchange and Google Display Network—two million sites that reach 92% of all Internet users.

However, despite FBX-DBM integration, Facebook maintains a competitive edge over Google in the FBX space through its new capability to retarget users on Facebook via the Facebook Conversion Pixel.  This capability enables advertisers to layer Facebook targeting on top of native website retargeting (e.g. advertisers can target Facebook users who (1) fanned their Facebook Page and (2) visited their native site, but didn’t convert).

2.  Get in the FBX Game with No Extra Work

Facebook noted that including DoubleClick Bid Manager (DBM) provides it with an opportunity to scale FBX to additional advertisers and agencies.  Previously, DoubleClick advertisers needed to leverage additional technologies to access FBX.  For instance, Performics uses DSPs like Turn to access FBX.  Now, FBX is right there for the taking—available in DBM just like all other real-time inventory across the web.  Advertisers now have no excuse to at least test FBX.  FBX includes a huge quantity of high quality ad inventory (Facebook now has over one billion active users).

Additionally, the integration will force DSPs to innovate to create competitive advantages over FBX-DBM, potentially paving the way for exciting new opportunities.

3.  Focus on Efficiency

As a consequence of the integration, Google’s significant spending clout could drive up FBX costs.  To keep costs down, current—and new—FBX advertisers should focus on delivering relevant messages to specific audiences at the right time, for the right price.  FBX-DBM enables Performics to further combine our expertise in optimizing real-time, bidded media (both in paid search and on ad exchanges) with our knowledge of Facebook’s audience, garnered through years of running effective Facebook campaigns for our clients.  At Performics, we’re excited about this new performance marketing opportunity.  The real-time bidded display marketplace is quickly growing and will be further accelerated by FBX-DBM integration.

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