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

Watch: Marks & Spencer's latest food ad

Watch: Marks & Spencer's latest food ad

Marks & Spencer is releasing a TV ad for its food range as part of a dual-pronged autumn campaign that will also push the retailer's clothes.

Share
The X Factor returns with highest launch audience since 2011

The X Factor returns with highest launch audience since 2011

The 11th UK series of 'The X Factor' launched to a peak audience of 10.6 million, the highest for three years, according to unofficial overnight figures.

Share
Former FT chief executive Rona Fairhead hired as BBC Trust chairman

Former FT chief executive Rona Fairhead hired as BBC Trust chairman

Rona Fairhead, the former chairman and chief executive of the Financial Times Group, is set to become the next BBC Trust chairman.

Share

Get news by email