Facebook probe a value approach


Facebook has rolled out a new targeting/bid feature to optimise towards customer revenue not just a single transaction. They have called it Value Optimization. Facebook takes data gathered by their Facebook Pixel and estimates purchase value over a seven day period for an individual. Bid adjustments are automatically adjusted in favour of higher value perceived value of consumers.

Our take

Facebook’s depth of data and its continuous roll out of features like these is a differentiator from its competitors. Facebook looks past a cookie based audience and is aiming to release a more realistic ‘people’ based audience – a very attractive proposition for Advertisers. As with all of these developments, it is best to allocate a small ring-fenced budget to test this new product and thoroughly dissecting the results before re-allocating larger portions of your budget.

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Joel Mattinson

 

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