Facebook Exchange could pull in a wealth of new advertising dollars by letting businesses retarget ads at Facebook users who've visited their websites. Now I've learned and confirmed that the first Exchange ads are running, and Facebook has nearly doubled the companies with access to the program. Plus one source close to Exchange tells me "initial results are good, they're going very, very well."
Announced 10 weeks ago, Exchange brings the first cookie-based retargeted ads to Facebook — a format common around the web but that Facebook must handle delicately because of privacy. The expansion and comments from Sheryl Sandberg show Facebook has high hopes that Exchange will bolster its bottom line.
Why Exchange Is Critical To Facebook
When Twitter published its latest thinking on how its API would evolve, and what developers it wanted to leave behind, it noted one of the areas it wanted to emphasize more was enterprise. Today we get more of a clue why: HootSuite, an enterprise-focused Twitter client that actually got a name-check in that blog post, is teaming up with Twitter to sell advertising on the social network.
A promotion that went live today will see some 30,000 HootSuite Pro premium clients receive $100 in vouchers for ads on Twitter, with the offer redeemable through the HootSuite dashboard. The move is aimed at the many small/medium businesses rather than larger enterprises that use HootSuite, and comes in the wake of several other efforts Twitter has made to target smaller companies for ads.
Share price be damned, Facebook is expanding. It's just announced that Guggenheim Museum architect Frank Gehry will design a 3,400 employee engineering office connected to its Menlo Park Headquarters by an underground tunnel. Engineers will hack away in one giant room, separated from the product and ads teams in the main campus. Construction will begin in early 2013
Zuckerberg described his new hacker paradise in a post to Facebook:
Here are the posts I would recommend reading:
'Best of the Web' top 10 posts to read this weekend, August 25-26
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