Chango will roll out a programmatic advertising platform for Facebook using search data pulled from Google, Bing, Yahoo and other engines to support ad targeting inside the social network.
An agreement with Facebook gives Chango direct access to real-time bidding requests from the FBX. The integration brings large-scale search intent data to the Facebook Exchange. The requests feed through its Programmatic FBX Advertising platform.
Chango handles billions of impression requests daily by FBX to its platform; it combines the data management options with the buying capability from a demand side platform.
Chango captures about 6 billion search events monthly in North America, according to Chris Sukornyk, CEO and founder at Chango, which builds a real-time profile of actual searches on engines. The company works with brands like Bloomingdale's.
On Monday, Facebook announced updates to Nearby in Facebook for Apple iOS and Android apps that make it easier to discover new places that friends like.
Ads serve up based on what the Facebook user searches. "Most of the campaigns we support have hundreds of thousands of keywords," he said. "Often times, they are too expensive for search engine marketing, but perfectly affordable for social ad targeting."
Pixels are placed on thousand of publisher sites. The technology analyzes inbound traffic by dropping a cookie in the browser the moment someone leaves Google and goes to a publisher's page. Data from the cookie anonymously remembers the source and search conducted. The data is stored for two weeks, but the company can keep the data longer.
Facebook inventory performs well at lower costs, Sukornyk said. Aside from following programmatic buying rules, which he points to as one benefit, many advertisers do not have creative ad units formatted to FBX's ad size. The Chango platform will convert their IAB units into the Facebook format.