Agency Insider

What is Retargeting on Facebook & How Does it Work?

One of the ways to advertise on Facebook is through Facebook exchange (FBX).  Advertisers on FBX can target their audience on Facebook by using data related to their audience outside of Facebook.

To help you better understand how Facebook re targeting works; let’s look at the following example.  A customer who was looking for a Ford Pickup truck on Ford.com goes to Facebook later during the day, without requesting a test drive. If Ford is an advertiser on FBX, this customer when logged into Facebook will automatically be shown the ads of a Ford pickup trucks. This was because the advertiser dropped a  retargeting cookie by which the user was re-identified on  and a relevant ad was shown, to try and convert the user. 

This is a very effective method of advertising as the chances of conversions are very high because the ads are targeting the user who has already expressed in the product and he might just convert when being reminded of the product that he/she was visiting. 

How can one do retargeting on Facebook?

Typically, Facebook retargeting is supported by FBX and FBX partners such as  Turn, AdRoll and Triggit.

Facebook launches new retargeting alternative to FBX 

Source: http://adage.com/article/digital/facebook-launches-retargeting-alternative-fbx/244746/

Facebook's retargeting solutions outside of the FBX include the ability to use custom audiences (which leverages data such as email ids, phone numbers given by the advertisers for further targeting) and the ability to use predictive targeting wherein Facebook serves ads to users who have also seen other products.  

Does Retargeting On Facebook Really Work?

Yes retargeting on Facebook works because of the 3rd party audience data to track down the right customer before displaying the right ad to the customer.

Facebook re-targeted ads users were 240% more likely to return to an advertiser’s site after they were re targeted on Facebook. Additionally, other studies found that FBX drove 36% to 40%  more conversions than re-targeting anywhere else — where “anywhere else” is Google Display Network, AdMeld, Pubmatic or Rubicon. Some of the benefits of Facebook re-targeting in a nut shell are as follow 

-Reach customers at their next visits to Facebook

-Extend impressions to targeted customer only

-Increased conversions rates 

Interested in Programmatic Buying? We can help!

Reduce Data provides the best of programmatic buying, real-time data driven optimization and advertising automation.

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Contact: Darryl Jose/ darryl [at] reducedata.com for more information.

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What is Programmatic Buying ?

Programmatic buying is a new method of buying digital advertising through an auction compared to the conventional method of buying a specific display advertising spot. Programmatic buying gives the advertiser the advantage of paying differently for each impression, a price that is automatically decided by the value of the impresion on the fly. 

Why should Advertisement Agencies care about Programmatic Buying ?

Programmatic buying is the future of Digital Media Purchase for media planners and buyers. Ad Agencies who do not start engaging in programmatic buying are positioning themselves for a disastrous future. The whole industry is turning toward Programmatic Buying for the following reasons:

Pricing and transparency  

Buying of right audiences by prediction driven by machine learning algorithms.   

What are the industry trends for Programmatic Buying ?

Below are some of the industry trends as per CMO.com compiled stats from around the Web

Seventy-six percent of marketers express a strong preference for quality-content sites as a foundation for their branding campaigns, and only 2 percent mentioned either trading desks or DSPs as a top choice. 

Worldwide RTB-based spending was $1.4 billion in 2011 and forecasted it will rise to $13.9 billion by 2016, for a compound annual growth rate of 59.2 percent. In the U.S., RTB was $1.1 billion in 2011, and will rise to $8.9 billion by 2016, for a compound annual growth rate of 53 percent. By 2016, RTB will make up 27 percent of all U.S.display ad spending. 

CPMs for RTB ads averaged about $3.17 in 2012.

In the second quarter of 2012, 57 percent of all RTB advertisers were major national brands. Overall, the number of RTB impressions increased by 28 percent between the first and second quarters of 2012.

Video inventory purchases through exchanges and demand-side platforms tripled during 2012 in the U.S.

Only 19 percent of brand advertisers are employing trading desks to pick up inventory. 

Sixty-five percent of publishers are selling their inventory through ad networks, a jump from only 47 percent in the first quarter.

Fifty-one percent of publishers are direct-selling video inventory, a big drop from 85 percent in the first quarter. 

Eighty-one percent of advertisers are buying video through ad networks, up from 61 percent in the first quarter. 

Interested in Display Advertising?

Reduce Data provides the best of programmatic buying, real-time data driven optimization and advertising automation. Get in touch with us

Contact: Darryl Jose/ darryl [at] reducedata.com for more information.

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Banner Ads on Google's search results has been a controversial topic after Google broke its promise it made in 2005.  This promise was made in a post written by Marissa Mayer, who was then the vice president for search at Google and is now Chief Executive at its rival, Yahoo. And her blog reads as follows "There will be no banner ads on the Google homepage or Web search results pages, a blog post http://googleblog.blogspot.com/2005/12/about-aol-announcement.html. “There will not be crazy, flashy, graphical doodads flying and popping up all over the Google site. Ever.” 

What this means for Ad Agencies

Even though Google's broken promise being a big deal in the marketplace, it can be a good thing for Advertising agencies . This change will allow agencies to buy display Ads on search pages which helps in grabbing more mind share. Google Adwords is still a good way to get in front of the right customer using key word context. The new experiment by Google which involves Display ads in conjunction with keyword context is a fantastic combination for Agencies that are looking at conversion rates and increased mindshare. 

So, even though the user experience is compromised quite a bit, I am in agreement with this change and looking forward to display ads on Google+ as well.

Interested in Display Advertising?

Reduce Data provides the best of programmatic buying, real-time data driven optimization and advertising automation. Get in touch with us

Contact: Darryl Jose/ darryl [at] reducedata.com for more information.

For more information visit

Twitter's IPO plans seems to be buzzing all over the web these days but will this help advertising agencies ? The answer is YES. Mobile user are increasing in numbers on a daily basis but there a few challenges. One of the challenge is convincing advertisers to advertise on the mobile platform and the other major challenge is mastering the art of publishing attractive ads on mobile devices and Twitter seems to have figured out a way to make mobile advertising work. 

Twitter's MoPub Acquisition and What it means for Agencies Twitter's strategic acquisition of MoPub for $350 million was in order to accomplish its plans to increase advertising revenues using RTB (real time bidding).  Before the IPO buzz twitter Ad revenues were $269.4 million in 2012 and the first half of 2013 the Ad revenues were $221.4 and as per Reuters Twitters Ad revenue in 2014 will be close to $1 billion. In order to reach this goal of $1 Billion in Ad revenues for 2014 post IPO, Twitter will acquire other companies like MoPub. What do these acquisitions mean to Agencies?  

Twitter's move to acquire companies like MoPub only proves that media buying through RTB is increasingly used in the Advertising industry instead of the conventional Trade Desk method of media buys.  

We predict that Twitter will roll out its own competing exchange with future acquisitions and make its inventory available through real-time bidding.

Agencies should start working with DSPs (Demand Side Platforms) and engage in programmatic buying through RTB (Real Time Bidding) for their media purchases as the whole industry is moving in this direction.

Not positioning your agency with the current industry trends will be disastrous as there are key reason why  programmatic buying will help advertisers as mentioned in my blog http://agencyinsider.tumblr.com

Interested in Programmatic Buying? We can help!

Reduce Data provides the best of programmatic buying, real-time data driven optimization and advertising automation. Get in touch with us

Contact: Darryl Jose/ darryl [at] reducedata.com for more information.

For more information visit