Skip to main content
Instapage

Facebook’s Ad Network Challenge To Google Coming “Next Week”


According to the Wall Street Journal Facebook will roll out its web-wide, cross-platform ad network challenge to the Google Display Network next week. We initially wrote about this last month.


Based on the company’s Atlas acquisition from Microsoft, “it promises to help marketers understand which Facebook users have seen, interacted with or acted upon ads that appear both on Facebook’s services and on third-party websites and apps.”


The new network will also be a “demand side platform” permitting dynamic bidding for impressions on third party sites. Given the data that Facebook has about its users the new platform could pose a formidable challenge to Google (not to mention Yahoo). In 2013 Google made just over $13.2 billion from non-Google sites displaying its ads.


Perhaps the most interesting and provocative aspect of the WSJ report involves the cookie-less cross-platform dimension of the network. The idea is to turn the Facebook ID itself into the new cookie:



With Atlas, Facebook hopes to fix those [cookie] problems by linking users’ ad interactions to their Facebook accounts, which can be used to track users across both desktop and mobile devices, albeit on an anonymous basis. For example, a marketer using Atlas might now be able to understand that a customer purchased a product on a desktop computer, but first saw an ad for it on their smartphone device. Facebook already tracks users this way across its own service, but Atlas will now extend the functionality to other sites and apps.


Facebook also plans to pitch marketers on the concept of using Atlas to tie consumers’ offline behaviors to their online ones. For instance, a consumer who purchases a pair of shoes in a store might volunteer her email address at the checkout. Facebook could then use that email address to inform the retailer if, when, and where the consumer saw its ads across the Web, if the email address is tied to a Facebook account.



This cross-platform, online + offline capability would be enormously powerful and is currently unmatched by any of the big ad networks or exchanges.


Facebook’s pitch to marketers, according to the WSJ, will be about “people-based marketing” — essentially audience targeting. The difference between this and other behavioral solutions is that Facebook has far more data and far more accurate data on users’ preferences, likes, interests and cross-platform behavior than arguably any other advertising entity or platform.


The comprehensiveness of the approach is sure to draw the scrutiny and (probably) ire of European regulators.


The post Facebook’s Ad Network Challenge To Google Coming “Next Week” appeared first on Marketing Land.






via Marketing Land

Comments

Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Instagram Story links get 15-25% swipe-through rates for brands, publishers

Instagram may arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to their sites and even outperforming its parent company, Facebook.For years brands, publishers and other have tried to push people from the Facebook-owned photo-and-video-sharing app to their sites. Outside of ads and excepting a recent test with some retailers, Instagram didn’t offer much help to companies looking to use it to drive traffic. So they had to find workarounds. They put links in their Instagram bios. They scrawled short-code URLs onto their pictures. And they typed out links in their captions.Then last month Instagram finally introduced an official alternative to these hacky workarounds: the ability for verified profiles to insert links in their Instagram Stories.Almost a month after the launch, 15% to 25% of the people who see a link in an Instagram Story are swiping on it, according to a handful of brands and publishers that h…

Five great tools to improve PPC ads

Every digital marketer wants to reach the top position on the search engine results. However, if you’ve recently launched a new website or your niche is saturated, starting with paid search ads sounds like a good idea.Strategically created PPC campaigns can drive leads, sales or sign-ups to your websites. You know what? In fact, businesses earn an average of $8 for every dollar they spend on Google Ads.Optimizing PPC campaigns is not easy, but it’s very powerful if you do it properly. Just like SEO, it is essential to conduct extensive keyword research, optimize ad copy, and design high-converting landing pages.Fortunately, there are a lot of effective PPC tools that will help you analyze your competitors’ PPC strategies, figure out tricks in their campaigns, and improve your PPC campaigns.If you are ready to take an evolutionary leap in your PPC advertising, take a look at my list of five amazing tools to save you time, give you crucial insights, and raise money for your business.Fiv…