Retargeting through Facebook Exchange (FBX), Facebook’s real-time bidding ad exchange, has proven exceptionally popular for brands seeking to reconnect with customers and site visitors. Now Quantcast has introduced a new integration with FBX that allows advertisers to target look-alike audiences that match the profile of their customers on Facebook.
Quantcast predicatively models target audiences based on the online media habits of an advertisers’ converting customers and then applies that data through FBX to pinpoint prospects on Facebook in real time.
Quantcast then continually updates its models based on user activity to target the best audiences.
Facebook, itself, introduced look-alike audiences in beta back in February. Quantcast says enormous data set and modeling capabilities offer superior targeting.
Palms Casino Resort in Las Vegas, and early FBX adopter, says bookings rose 87 percent in the first two weeks after adding Facebook Exchange to its existing Quantcast campaign. The average cost per booking fell by 33 percent.
According to Quantcast, a broader set of clients saw conversion volume rise an average of 50 percent, while cost per conversion fell by 20 percent after adding Facebook Exchange to their Quantcast Advertise programs.