The Exchange Lab "An Inside Look at the Facebook Exchange"
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Presented at IAB Canada's X-Series: RTB conference in May 2013 by James Aitken from The Exchange Lab.
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The Exchange Lab "An Inside Look at the Facebook Exchange"
- 1. An Inside Look IAB Canada RTB XSeries May 30, 2013
- 2. We have a platform agnostic approach working across all of the exchanges, technology and data providers in market to find the best performing pools of inventory for our clients THE INDEPENDENT PROGRAMMATIC TRADING SPECIALISTS Our applied science approach to advertising is overseen by one of the most experienced teams in market with the highest staff to campaign ratio at an operational level
- 3. FACEBOOK EXCHANGE ALLOWS ADVERTISERS TO TARGET AUDIENCES BASED ON EXTERNAL DATA
- 4. FACEBOOK EXCHANGE For the first time in its history Facebook has allowed limited partners to buy audiences within the FB environment. BENEFITS • Track view-based conversions for the first time in FB through impression tracking URLs • Re-Message to advertiser’s own audience data in the FB Marketplace • Drive users either to advertiser’s website/promo page or FB branded page • Highly efficient eCPMs for extremely relevant audience within a social environment FBX Integration
- 5. RETARGETING IN ACTION PLATFORM eCPA Invite RET $18.12 TradeDesk RET $9.70 FBX RET $3.20 Based on Finance client Canadian campaign Q1 2013 eCPA efficiency over other retargeting platforms >3x
- 6. RETARGETING IN COMPARISON TACTIC TAG eCPC CASALEX_20121019_CA Casale $2.39 CHANNEL_20121010_CA Channel $2.00 CONTEXTUAL_20121010_CA Contextual $3.76 FBX_20121207_CA Facebookv1_Tracking $1.75 LOOKALIKE_20121108_CA Look-a-Like $3.92 RET_APPPAGE_20130107_CA Retargeting_application page $2.52 RET_LP_20130107_CA Retargeting_landing page $2.44 OLIVE_20121108_CA Olive $1.52 ROE_20121010_CA ROE $1.20 $2.07 Based on Finance client Canadian campaign 12Q4-13Q1
- 7. CUSTOMISED CUSTOMER JOURNEY At the Exchange Lab we work in partnership with our clients to reach and engage customers at one or all stages of the customer’s decision making process Awareness Viewability Dwell Time Brand Recall Video & Mobile Evaluation Message Relevance User Response CTR Conversion Sales Increased Basket Repeat Business CUSTOMISED TACTICS Behavioural Targeting Contextual Targeting Premium Reach Demographic Re-Targeting Geo Location Search Recency Viewability Creative Format Site List Device Frequency
- 8. IT’S ALL ABOUT THE DATA TO POWER SMARTER BIDDING
- 9. THE EXCHANGE LAB MODEL As programmatic trading specialist, we have a unique ‘platform agnostic’ approach allowing us to optimize key DSP’s, SSP’s and online ad exchanges across display, video and mobile through our proprietary DATALAB technology
- 11. Nik Djukic Account Executive T: 416-944-0800 nik@theexchangelab.ca The Exchange Lab 119 Spadina Avenue Toronto, Ontario M5V 2L1
- 12. CUSTOMISED CAMPAIGN INSIGHTS + THE EXCHANGE LAB FORMULA FOR SUCCESS HISTORICAL DATA + REAL TIME OPTIMISATION
- 13. Thierry Bazay General Manager T: 416-944-0800 Thierry@theexchangelab.ca The Exchange Lab 119 Spadina Avenue Toronto, Ontario M5V 2L1