When Facebook initially made its move to monetise onsite inventory with foreign datasets (foreign, meaning an advertiser’s first-party data), it divided opinion. We took a somewhat negative stance on the strategy.
With the launch of newsfeed ad formats being made available to RTB, does this require a new approach as to how the paid-for element of the Facebook platform will be leveraged, perhaps pointing to the future of RTB?
ASU Gold Rush
The initial FBX launch turned into a retargeting frenzy. Predominantly used to help drive greater cost efficiencies for businesses running existing RTB campaigns (FBX on numerous occasions was found to be unsurprisingly cheaper) and also to prop up the volume of click-based acquisitions that made the overall click-average-to-impression-conversions on RTB campaigns healthier.
Since then, Facebook has obviously seen enough data to inform its decision to open up more desirable real estate, such as the newsfeed. The fact Facebook saw higher yields from the ASUs in RTB is hardly surprising. By leveraging advertiser-side data, users are more likely to click and buy.
In turn, this drives greater bidding appetite—as well as leveraging impression bidding versus click bidding. Previously, social buying teams bid and bought on a CPC basis. Whereas now, trading desks bid and buy largely on a CPM basis.
Considering the CTRs are also probably higher (due to more relevant creatives matched to data sets), the eCPM and eCPC are likely to be much higher. Flipping it to the newsfeed was a no brainer.
Unlocking Greater Insights
An often discussed subject with regards to RTB protocol is the inability of a DSP to translate the information sent on a bid request. The current open RTB spec includes many parameters which are optional. For an exchange, or SSP, aggregating supply across 1000s of sites, obtaining and sending the same information on every bid request is somewhat of a challenge.
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