Last September, Facebook opened up their Ad Exchange platform (also known as FBX) to the masses. During the launch, 16 partners were selected to develop retargeting ad platforms, one of which was re-targeting giant AdRoll. Today, AdRoll, an FBX Qualified Company, is announcing the first self-service re-targeting platform, directly for the Facebook News Feed.
Just two months ago, Facebook conjoined the FBX platform with the most prominent real estate that Facebook offers, the News Feed. With the combination of a more organic message (by showing in the news feed) and the retargeting ability, many marketers have deemed News Feed retargeting as the Holy Grail of ads.
With the new tool, advertisers of all sizes can create retargeting campaigns that will show within the News Feed for a more organic experience. According to AdRoll, they’ve seen news feeds click-through-rates with orders of magnitude greater than standard FBX ads. Initial studies have shown these CTRs as high as fractions-of-a-percent to single-digit percentages.
This new targeting will be open to current AdRoll advertisers today (located in the self-service dashboard), and the functionality will be rolling out to new advertisers shortly.