Digital audience targeting firm Collective is among the latest companies to plug its ad technology into the Facebook Ad Exchange (FBX). Through Collective on Facebook, clients will be able to apply its data and audience-targeting tools to FBX campaigns as part of broader digital ad buys.
“With the addition of Facebook Exchange, Collective further eliminates silos associated with channels such as social, TV, and display, resulting in less audience duplication and better attribution,” stated a company page dedicated to FBX.
The company says clients can use Collective to control reach and frequency across Facebook and existing display buys. It can optimize campaigns on the fly and extend sequential ad efforts involving TV, online and mobile to social.
Launched in September with an initial group of 16 ad partners, including AdRoll, Criteo, Kenshoo and Turn, the FBX retargeting platform has quickly become a key part of Facebook’s growth strategy. FBX ads for now appear only on the right side of Facebook pages, but could be added to the news feed over time.