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.

Facebook to introduce real-time bidding
Facebook to introduce real-time bidding

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.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

My Media Week: Clare Hill

My Media Week: Clare Hill

Clare Hill, managing director of the Content Marketing Association, prepares for the body's International Summit and awards, and has a pair of killer heels to break in.

Share
Which party will use outdoor effectively to lead the 2015 election agenda?

Which party will use outdoor effectively to lead the 2015 election agenda?

Will fear or cheer carry the most impact on voters and the wider media next year? asks Naren Patel, chief executive of Primesight.

Share
BBC plots £18m media consolidation

BBC plots £18m media consolidation

The BBC has expanded plans to review its £5 million media account to include the planning and buying business for BBC Orchestras, BBC Worldwide, World Service and Global News.

Share

Get news by email