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

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email