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Tag Archives: Facebook Exchange

Google’s DoubleClick hooks up with Facebook Exchange

The rivalry between Google’s DoubleClick (DC) and Facebook Exchange (FBX) is all but ending with the announcement that marketers can now FBX ads through DC. It’s unclear who extended the olive branch, but increased reach and frequency on retargeting means more ad spend for Google and a chunk going to Facebook, making it mutually beneficial.

How retargeting works on Facebook Exchange

Let’s say you’ve been thinking about doing some gardening. You’ve done a little research, looked up supply prices, and ended up on a couple mulch-minded eCommerce stores. Isn’t it convenient, then, when you log on to Facebook and see an ad for discount fertilizer and garden tools smack-dab in the middle of your newsfeed?

While retargeting is pretty commonplace in other areas, it’s just arrived on Facebook via the new program, Exchange. Now you have access to the billions of page daily page views and can retarget users who are most likely to buy from your site. Here’s how it works: