Last week, Kenshoo’s Director of Marketing Research, Josh Dreller, moderated a panel at OMMA RTB in Chicago. The event was hosted at The Metropolitan Club, aka the 66th floor of The Willis Tower (forever known as The Sears Tower to Chicagoans who refuse to acknowledge the name change).
Set against sprawling views of The Windy City and looking out at an audience of 200 practitioners, Josh led the session: Is Facebook FBX Living Up To the Hype? With the help of panelists from ChoiceStream, IgnitionOne, Dstillery, and VivaKi, Josh took the RTB (that’s real-time bidding) community down the path of exploring how the Facebook Exchange (FBX – because we can’t get enough of 3 letter acronyms) has already made a big splash in the display marketplace, just one year in.
The dynamic bunch discussed how FBX has ushered in a new era of RTB, bringing massive quantities of inventory into the market with efforts to solve some of RTB’s enduring challenges of transparency, targeting accuracy, and inventory quality.
To add a bit more color: there are currently, at any time, 1.3 million ads a second flowing through the RTB space. Rather than focusing on the particular inventory source for these ads, practitioners have really been conditioned to think of RTB on the impression-by-impression basis. Historically, as RTB has grown, there has always been bunch of inventory available to cherry pick from.
There are 3 primary differences with the FBX pipe compared to other supply side partners (SSPs). The following are the panelists’ takes on FBX and its effectiveness after a year in the marketplace:
Moral of the story? FBX is a force to be reckoned with and will continue to dominate in the RTB space.