RadiumOne, a social advertising platform, announced its integration with Facebook Exchange, the social network’s recently launched real-time bidding ad engine that allows marketers to use their own real-time consumer insight data to reach an audience on Facebook.
In other words, ad retargeting of Facebook Inc(NASDAQ:FB) users based on pages they’ve visited elsewhere.
Gurbaksh Chahal, chief executive of Radium one said that he is very excited about the integration because now he’ll be able to offer much higher-performing ads to clients. Also the integration allows his company to target the 20 percent of the web’s page views that happen behind Face book’s closed door, which previously targeted the open web only. “The problem with Facebook,” he said, “even though everyone thinks they have so much data on you and they’re the next Google … is that recency is a big factor.”
The main reason of creation of Facebook Exchange is to enables advertisers to combine Facebook demographics with web real-time data. According to Chahal, this is something where RadiumOne excels, having its own data access, including previously visited pages, comments, links, and reviews, and already reaches 700 million unique web surfers a month, with 25 billion ad impressions every single day.
Chahal said, “Facebook has been very careful in picking people who will add value to the Exchange”. Also Facebook is very selective as there are nearly 400 networks arbitraging but selected about 20 to 25 partners. So Integrating with Facebook isn’t just a major product opportunity. It’s also a seal of approval. This will give RadiumOne new opportunities with its clients, who already either are, or want to be working with Facebook.
He also said,” “It’s pretty clear when you have a billion users on your platform you become a must buy and for buying use of Facebook exchange become much more effective”.
Programmatic buying — automated bidding and purchasing — will be a $2 billion business this year, sharply up from $700 million last year. Over the next several years, Chahal says, it will grow to $7 or $8 billion.