• Chris Zaharias

    Google’s Traffic Acquisition Costs (TAC) have been going down steadily for 8 years, and in Q3 surged *much lower*. If you think they’re going to push their ROI-focused advertisers’ spend where it should go – into FBX, which costs less & performs way better than Google AdX or AdWords – you also have to believe they don’t care about TAC.

    To use a Monopoly analogy, Google’s at the point in the game where they finally own the blues (paid search), the yellows (programmatic display) and the reds (everyone’s 1st party data). FB has the greens (social, it’s 1.2B users and their 25% of the Internet) and everyone else is fighting over lesser properties and utilities. Andrew Chen’s Law of Shitty Clickthroughs (online marketing’s equivalent of Moore’s Law) states that all marketing channels start out great and then suck over time, leaving advertisers no choice but to aggressively attack new channels before they suck. FBX is that new channel, and because Google will neither do right by the advertisers’ ROI metrics (which is to say, spend more on FBX than Google AdX) nor enable fully dynamic ads, the top 5000 AdWords advertisers – who make up two-thirds of G’s revenue – will need the best solution to fight off Chen’s Law.

    Having launched more of Google’s top 5000 AdWords spenders onto FBX than anybody, we know that FBX should get virtually every incremental retargeting $$ for years to come, because it converts better, costs less and has a much higher click & view-thru value than Google’s inventory. Will Google tell advertisers the truth?

    I doubt it, which is why I’m psyched at the unbridled growth ahead for FBX. One other note on this: I can’t wait to see what happens as advertisers start to realize that both Google & Criteo (the two biggest retargeting firms in the world) unilaterally and secretly use their advertisers’ 1st party cookie data as the intent signal to grow other retargeting advertisers’ campaigns. Details:

    AdWords Remarketing Similar Audiences: http://bit.ly/176X8bu (see 3 comments)
    Criteo cookie sharing: http://bit.ly/16l91ER (real-world examples)

  • Tulai Paul

    Google is really growing in every sphere. Whether Android or Google Analytics or its sister company double click, it spreads its wing far. That’s how Android and all google products have drawn very special attention from the leading companies like appnext, admob, revmob, chartboost or adcolony