The social media giant's announcement that they will be shutting down the Facebook Exchange (FBX) makes it more important than ever for advertisers to leverage the data available to them within the walls of Facebook.
This comes a year after Facebook launched Dynamic Product Ads (DPA), which allow advertisers to bring their customer data into Facebook for retargeting, but all the campaign learnings remain inside Facebook’s walls.
The move could see a shift in the way that advertisers approach their Facebook campaigns. As Bob Buch, CEO of Manifest explains, “the Facebook walled garden has been a disruptive blow to the traditional display retargeters [who] developed solutions inside the wall on DPA, but have lost the advantage that they used to have on FBX.”
“With DPA, those retargeters are on a level playing field with any other provider that has developed a DPA product on Facebook.”
He advises that advertisers who “want to maximize their opportunity on Facebook should be looking for partnerships that enable them to leverage the data from their DPAs to empower their other Facebook activities.”
The move highlights the need for advertisers to work within the walls of Facebook, utilising the data available to them there, if they want to stay ahead of the competition.
Read the full article on Ad Exchanger here.