The following is an excerpt from TANZINA VEGA | June 13, 2012 | Nytimes.com |
In its quest to bolster the growth of its digital advertising, Facebook is slowly breaking down its walled garden for advertisers.
On Wednesday, the company announced it would begin testing a new advertising mechanism using a technology called real-time bidding, which allows advertisers to place bids on ad space at specific times.
For the new system, called Facebook Exchange, the company is working with a number of ad networks that will be able to use cookies in Web browsers to track users after they visit Facebook and show them ads based on their Web browsing habits – a process known as retargeting.
So a Facebook user who visits a travel Web site to buy airline tickets but does not complete the purchase may see an ad on Facebook that will allow them to do just that. Facebook is only displaying the traditional thumbnail ads that users see in the…..
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