Facebook Reshaping RTB

Speaking of the connection between social and RTB, our next panel at OMMA RTB is “Facebook’s FBX: The Year Zero View.”


Asked about the impact that Facebook’s entrance into the space is having, panelists couldn’t be more, er, gushy. It’s translated to a “huge pool of inventory,” said Christine Bensen, National Lead for Digital Media at iCrossing.


FBX has meant reach and repeat business from advertisers to a degree not before seen, said Chris Eberle, VP of Global Accounts at AppNexus.


Indeed, “We’ve seen quite impressive results from FBX,” agreed Jeff Hinz, Managing Partner and U.S. Digital Director at GroupM, Mediacom.


“Absolutely,” George Thomas, VP of Product Development of Pointroll, said regarding whether Facebook was taking RTB to another level, and, in the process, giving the social network a legitimate ad model. FBX is for Facebook what Google Adwords has been for Google, Thomas said.

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