Facebook to Let Brands Target Ads Based on Non-Facebook Browsing
Partnering with 8 DSPs to enable real-time bidding
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Facebook already serves ads based on users’ interests—like say if they claim to be a Dodgers fan. But soon it’ll be able to deliver ads based on whether a user just visited page to pick up Dodgers tickets but bailed before buying.
Perhaps under pressure to expand its revenue offerings as a newly crowned public company, Facebook has further embraced programmatic, data-driven advertising. The company has begun testing the Facebook Exchange, which will bring real-time bidding to the social network’s ad platform and let brands run ads based on users’ browsing behavior outside of Facebook.