As ad engagement rates increase and relevancy improves, advertisers are expected to bid more to get into a users’ News Feed therefore increasing the cost per click.

Additionally, Facebook may be able to circumvent the remarketing limitation of cookie-based targeting by allowing for the mapping of users’ actions back to their Facebook IDs – allowing for cross device remarketing.

The move to include targeted, RTB ads within the News Feed is also viewed as critical to the future success of Facebook as the ads in the news feeds would be visible to those on mobile devices. About two-thirds of Facebook users accessed the site via mobile devices in December.

Ads will be able to be targeted to users by browsing interests via the Facebook Exchange (FBX) platform. At the moment, ads within the News Feed are only served on desktop devices in a closed Alpha, expected to be expanded to additional advertisers in the coming months.

Ads within the News Feed are also said to be likable and sharable allowing the ability to introduce a viral aspect to Facebook advertising.


About the Author
Kyle joined Mediative about 5 ½ years ago and has been working as a Digital Marketing Strategist since that time; although his official title is Performance Media Manager. Kyle’s passion is Digital Marketing Strategies and Integrated Marketing Communications. Although an expert in online Paid Advertising, Kyle seeks to look at the whole picture and welcomes the opportunity to talk holistic Digital Marketing Strategies. Kyle has worked with some of Mediative’s largest Paid Search accounts; managing accounts in excess of 1 million keywords and a monthly spend of over $1 million. He is able to combine his skills in data analysis and marketing ability to develop highly targeted ad messaging and campaigns, aiming to not only access the correct target market, but to speak to them with the right language. Although, his largest accounts have been in the B2B e-commerce space, Kyle has also successfully managed lead generation and branding campaigns in both the B2C and B2B markets. During his tenure at Mediative, Kyle has gained in-depth experience on a multitude of Analytics and bid management platforms such as Google Analytics, CoreMetrics, Omniture, Marin Software and Acquisio.