Groove

How To Use RTB For Targeted Reach Instead Of Retargeting

Eric Picard, CEO of Rare Crowds, argues that the real-time bidding (RTB) market is currently driven primarily by retargeting, with 70-80% of RTB revenue coming from retargeting, suggesting the space is immature. He notes that about 90% of overall advertising spend targets reach via persona-based, targeted reach. The column advocates moving toward more precise targeting using data, DSPs, and social tools (including Facebook), with control over where ads run. The article highlights white lists for publisher domains, brand-safety considerations via Trust Metrics, and the use of private marketplaces for negotiated access to audiences, citing pharma as a sensitive category. It also mentions tools like Optim.al and MediaMath to refine audiences, and discloses that Rare Crowds provides similar targeting capabilities. The piece emphasizes that many RTB players offer features to reach specific audiences beyond retargeting and suggests substantial growth potential for brand advertisers pursuing targeted reach.

Product Manager David Baser on Facebook’s Attribution Roadmap

Facebook is expanding its attribution capabilities with a conversion tracking and optimization system that links online conversions to Facebook ads using a user ID rather than cookies. The system, featuring the Optimized CPM (OCPM) clustering algorithm, aims to identify users likely to take actions and optimize delivery accordingly. Facebook says the approach will enable cross-device attribution across web, mobile, and multi-browser use, and it plans to measure impressions from organic content (owned and earned media) in the future. In beta, Fab.com reported a 39% reduction in cost per acquisition, and the Democratic Governors Association saw an 85% drop in cost per conversion; overall beta campaigns using Conversion Measurement with OCPM reportedly reduced cost per conversion by about 40% vs CPC. The rollout is now available to all advertisers in all countries and languages. The discussion comes from Facebook Product Manager David Baser, with perspective from Rob Leathern of Optim.al Social.

More Search Data On Facebook Exchange As Simpli.fi Enlists in Partner Army

Facebook Exchange (FBX) expanded its partner ecosystem by adding Simpli.fi as a search retargeting partner, joining a lineup that already includes search retargeters and other programmatic players. Simpli.fi says its capability includes element-level targeting with unstructured data, enabling audience optimization on the fly rather than relying on fixed segments. The move follows FBX's migration of roughly 5,000 live campaigns to the exchange, with Simpli.fi providing price transparency—disclosing actual media, data, and platform costs and avoiding media arbitrage. The FBX network now totals about 15 partners, a tactic aimed at increasing demand and bid activity on RTB inventory. The article notes that this influx of vendors and higher prices could challenge the value proposition of FBX, which has been praised for low price relative to performance, and suggests the industry is entering a new phase in its data-source diversification.