Commentary

Buyers Giddy Over Facebook Exchange

What is Facebook Exchange doing for buyers? It may be easier to ask what it isn’t doing, says Christina Beaumier, Vice President of Global Client Development at Xaxis. Regarding one client with an online purchase, Beaumier told OMMA RTB attendees on Monday: “We’ve been able to drive enormous saving as a cost-per-order.” For this unnamed brand, Xaxis has used retargeting to get users to come back, and third party data to get new people to come to the brand’s site. The result? “With Facebook Exchange, we achieved over 40% [cost per order] in the first month,” according to Beaumier.

Feeling the love for Facebook Exchange, John Tuchtenhagen, VP, Group Director, Media at Digitas, chimed in: There’s no reason why an advertiser shouldn’t be [on] FBX … From a buyer perspective, I’m absolutely giddy.”

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