One of the core areas of concern for many investors in Facebook is the social platform's ability to appease advertisers and digital marketers. Concerns have been floating about the social platform's ability to drive quality clicks within it's advertising platform. Many businesses simply feel that Facebook is not a place to advertise, and despite it's lower prices (when compared to PPC at Google or search engines) Facebook is simply not as attractive a place for advertisers that seek conversion.
Many are unfazed by such concerns and see a big opportunity in advertising on Facebook. For many it is a powerful place to create brand visibility and deepen engagement. Most importantly, it is a treasure trove of potential brand converts for many businesses.
Facebook is desperately trying to shake the concerns over it's ad platform for both online marketing agencies and small businesses alike.
Facebook just released a hugely important tool to fulfill it's promise as a powerful and alluring destination for advertisers. Facebook Exchange allows the social network to join the real-time bidding revolution. Forbes Magazine stated that "exchange-traded media is up 7x since 2010," and it is a wonder why Facebook waited so long before taking part.
Add spend on AdX, Google’s exchange, is up 850% in 18 months. (Forbes 2012)
The new ad service will allow marketers and advertisers to reach specific types of people based on their browsing history, which is extremely attractive for marketing campaign initiatives. This browsing history will also include third-party websites as well--not just limited to the Facebook website. Essentially, this will allow advertisers to add re-advertising to their Facebook marketing campaigns providing new and expansive ways to engage users with branding material.
