But for FBX’s first couple of test months, companies had to queue up
relatively generic ads. Macy’s could run an ad targeting a user that had
visited its site in the past, but the retailer couldn’t make sure the
ad featured a particular dress that user had just looked at—until
recently.
On August 20, Facebook began testing with a number of FBX partners the ability to use their own dynamic creative products on the exchange. The performance of those even more tailored ads best the already outperforming standard FBX ads, according to AdRoll and TellApart, two of the first companies to run dynamic creative through FBX. Retargeting firm Criteo said late last month that it planned to roll out the capability by the end of the year.
AdRoll has more than 100 advertisers running static campaigns on FBX. Five to 10 of them are using AdRoll's Liquid Ads product,
which retargets users with ads featuring either the product a user had
viewed on an advertiser’s site or relevant products à la Amazon’s
product recommendation tool.
“It’s basically a personalized ad solution so that instead of our
advertisers having to present the same creative, they can automatically
and very efficiently change creative on an individual user level,” said
AdRoll president Adam Berke.
Starting last month, AdRoll has been trialing dynamic creative with a
handful of clients and alternating the dynamic creative equally with
static ads. Since then, AdRoll has seen, on average, a 102 percent
higher clickthrough rate (CTR) than the static ads, said Berke. Since
FBX ads are bought on a cost-per-thousand-impressions basis, the dynamic
ads cut advertisers’ cost per click in half, he said.
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