Enables Advertisers to Buy Facebook Display Inventory as an Integrated Part of their Global RTB Programs; New Xaxis Social Analytics Suite Provides Robust Performance and Attribution Data for FBX Campaigns
NEW YORK - Xaxis, the world’s largest audience buying company, announced today the launch of support for comprehensive ad buying and analytics capabilities for Facebook Exchange (FBX), Facebook’s recently launched real-time-bidding (RTB) system. Fully integrated into the FBX platform, Xaxis’ Social Analytics Suite provides its advertisers with the opportunity to buy Facebook display inventory, enabling seamless coordination between their Facebook ad buys and the rest of their digital media spend. Robust performance and attribution data for FBX campaigns will be available via the company’s new Xaxis Social Analytics Suite.
Xaxis clients will have direct access to FBX inventory through Xaxis’ proprietary data management platform (DMP), allowing them to plan, execute and analyze campaigns across Facebook and the rest of the digital media universe from a single location. FBX allows advertisers to utilize outside data resources in directing their Facebook ad buys and, through Xaxis, clients will be able to leverage both first- and third-party data to make more informed choices.
Other benefits include universal frequency capping for ads across Facebook and all other digital media as well as comprehensive analytics that allow brands to identify relationships between Facebook ads and those on other platforms. For instance, an advertiser might identify an increase in performance when pairing a Facebook ad with a specific online video ad shown on a different site. Additionally, the Xaxis Social Analytics Suite offers robust attribution analysis capabilities that extend beyond FBX inventory, providing attribution insight for the entire Facebook site. This will allow advertisers to better understand campaign performance and empower them to make more educated decisions in designing their Facebook strategies.
“It is difficult to overstate the impact that Facebook Exchange will have on the entire digital media landscape,” said Brian Lesser, CEO of Xaxis. “With the launch of FBX, Facebook not only instantly multiplies the overall size of the RTB market, it provides high-quality inventory that is brand safe and extremely targeted. We are pleased to be able to offer our clients direct access to FBX inventory, which will allow us to bring a new level of insight, control and effectiveness to their audience buying campaigns.”
Prior to today’s launch, Xaxis participated in the both the alpha and beta trials of FBX, running campaigns on behalf of several Fortune 1000 clients and achieving positive results via FBX inventory. For example, a well-known quick service restaurant (QSR) worked with Xaxis to drive new orders while also lowering its cost-per-order (CPO) rate by an average of 22 percent versus similar campaigns run without tapping FBX inventory.
Xaxis is the world’s largest audience buying company. Through its proprietary platform, Xaxis offers advertisers a single, comprehensive resource from which to reach and engage with global audiences across the universe of digital media. Xaxis does this for its GroupM agency partners, Maxus, MEC, MediaCom, and Mindshare. Xaxis, a GroupM company that is part of WPP, has a presence in 17 countries across North America, Europe and Asia. For more information, please visit www.xaxis.com.
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