Has Facebook Lost Faith in Social Ads?
Posted in: Uncategorized
Has Facebook lost faith in the potential of social ads and its mantra of “word-of-mouth marketing at scale”?
The company once publicly eschewed cookie-based ads in favor of its own targeting tools fueled by information that users knowingly provide about themselves. But it’s done an about-face in the past six months, with products that depend more on its unparalleled scale than on the workings of its social graph. Most notably, last week it brought its ad exchange, FBX, out of beta and began allowing retargeted ads to appear in its most valuable real estate: users’ news feeds.
It’s also bought itself an ad server, Atlas, introduced “lookalike” targeting to let brands market to users similar to those in their existing customer bases, and begun partnering with data giants like Acxiom to enable targeting based on offline purchases.
Post a Comment