Facebook launches real-time bidding for online ads | IAB UK

Facebook launches real-time bidding for online ads | IAB UK

Facebook is launching an Exchange service, which will enable marketers to bid for online advertising in real-time across the web.

The service will also allow marketers to reach specific types of people based on their browsing history, including what they look at on third-party websites, on the social network itself.

Cookies will be employed in creating 'retargeted' online ads on Facebook, which internet users now have the option of opting out of.

Company spokeswoman Annie Ta told Bloomberg: "Prices will be based on the cost per thousand viewers and spots will be sold via third-party technology partners."

Facebook Exchange is expected to be rolled out within weeks, she added.

This is just one of the ways in which the social media site has tried to expand its presence in the online advertising sector in recent weeks.

On May 29th, Facebook launched a scheme offering up to £60 worth of free ad credits to around 500,000 small companies in the UK.

Innocent top social brand | IAB UK - 30/5/12

Innocent top social brand | IAB UK

Innocent has been named the top social brand in Headstream's Social Brands 100 report, which was released yesterday (May 29th).

The report uses data collected from Facebook, Twitter, Foursquare and other social networks.

The ranking was based on the brand's ability to built effective customer relationships and to actively listen to consumers through social media.

Innocent was one of 300 brands nominated by the public via Twitter in January.

In second place was Starbucks, while GiffGaff was third. Cancer Research UK, British Red Cross and ARKive complete the top five.

The report found that charities and non-profit organisations are starting to make the most of social media as they account for 25 per cent of the top 100 social brands.

It was also discovered that 49 per cent of the brands included in the ranking have signed up to Google+ in the ten months since it launched.

The same percentage have pages on upcoming social media site Pinterest.

In terms of social media engagement, retailer New Look is the top brand, according to Stickyeyes, as the firm's friends like its comments and share its content with online friends.

Sophia Amin, Director of Marketing and Communications at the IAB was one of the Social Brands 100 judges. She comments: "The social sphere is so active and diverse, it can be hard to keep track of who is doing what and doing it well. The Social Brands 100 Index is a really useful barometer and also brings to light some lesser known contenders making waves in this space."

Markets: 

FMCG & Retail

Online adspend | IAB UK - Full Year 2011

Online adspend | IAB UK

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