What's better, standard web retargeting or Facebook Exchange (FBX)? First things first, lets define what exactly these two things are.
Here's an example: a visitor comes to your site, looks around for a while then leaves before buying anything. Ads for your site are then later displayed on other sites the visitor goes to. That's retargeting.
Called the "hottest thing in online advertising in 2012" the Facebook Exchange allowed marketers to find and retarget better potential customers while they were logged into Facebook.
On the surface, the two seem mighty similar, but there are some differences that set them apart from one another.
Both models have different strengths that help them reach out to users and perform better in some circumstances than the other. Facebook Exchange performed better in that CPMs and CPCs were lower, at -82% and -70% respectively. However, web retargeting required less ad frequency than FBX to generate clicks and reaches a larger audience for less cost.
Before we begin the my-dad-can-beat-up-your-dad contest, there is sufficient research to lead us to believe that these two marketing strategy working in tandem create the best results.
Check out the infographic for more!