大家好，我是新来的助理编辑Seraph，今天为各位带来社交网络RTB的一些最新动态，此文我参考了adexchanger.com的几篇文章。如有不妥还请各位指出，谢谢 ?

Facebook exchange上周正式将”beta”一词从其RTB广告交易市场中移除，并且允许合作伙伴公布测试结果。我们先来看下早前发布的FBX（facebook exchange）数据，其中最重要的两条就是：
1.FBX的“品牌安全的环境”，即在一个安全可靠的facebook中投放效果比其他adexchange平台好.
2.通过FBX的购置成本大大低于其他渠道，可能是由于参与竞价的广告主与dsp还没大批进入，还有facebook的inventory达到了每天500亿次展示。

本博总结了15个FBX RTB合作伙伴发布的试用效果，包括项目成本，用户广告反应，广告花费回报等在内的各项数据，这些数据无一例外都对FBX极尽褒扬。下面我们就来看一看部分合作伙伴的评价，或许在字里行间中，可以发现一些fbx的潜在弱点。

Triggit: For two different clients (Shutterfly and SurveyMonkey) Triggit has accomplished 4x the return-on-ad-spend at one-fifth the cost per acquisition of their traditional (non-Facebook) RTB ad campaigns. Additionally, their conversion rates have been 2.2x higher than traditional RTB, and conversion lift has been 18 to 30% higher than a control group of users who did not see FBX ads.

Triggit: Triggit已为其两个客户（Shutterfly和SurveyMonkey）在Facebook上投RTB广告，所获得广告开支回报是在传统RTB市场上的4倍，却只花了五分之一的CPA（Cost per acquisition）。另外，在Facebook上的转化率比传统RTB市场高出2.2倍；转换率上升也比特定被要求不看FBX广告的用户高18%-30%。

Triggit also found Facebook Exchange brings huge amounts of retargeting inventory into the middle of the day, in contrast to traffic bursts for traditional RTB that tend to pile up during non-work hours (mostly at lunch and in the evening). Of course, the reason is that large numbers of workers are on Facebook throughout the day.

Triggit还发现FBX到中午时就能带来大量retargeting inventory，相比之下，传统RTB却通常只在非工作时间段（如午休及晚上）产生大量流量。当然，造成这种情况的原因是大多数Facebook的访问者全天都是在线的。

CEO Zach Coelius tells AdExchanger, “We went into this thinking, ‘Hey, if this works as well as normal retargeting we’re great.’ It’s better – amazingly better.” The DSP, which has pivoted to focus on Facebook platform, has “a couple dozen” clients now live on FBX.
CEO Zach Coelius告诉本博，“我们当时是这样想的，‘如果FBX跟传统Retargeting的效果一样，那么我们也没什么损失’，事实证明，它比传统的好得太多太多。”

Xaxis: WPP’s trading desk is the only holding company entity to be on Facebook’s list of RTB partners, and has run campaigns on behalf of a handful of clients. Among them is an unidentified fast-food restaurant, which used FBX to drive new orders while lowering cost-per-order by 22 percent compared with similar campaigns that didn’t run on the exchange.

Xaxis（GroupM tradking desk）： WPP的交易平台是唯一一家Facebook的RTB合作伙伴中的上市公司。他的客户中有一家快餐店选择FBX后，新增了很多订单，而每订单成本CPO（cost per order）减少了22%相比传统非RTB广告购买。

CEO Brian Lesser is over the moon about the possibilities: “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,” he says.

Xasis CEO Brian Lesser高度评价了FBX，称“FBX发布后，Facebook不仅瞬间扩大了RTB市场，同时也提供了具有品牌安全的，高针对性的优质inventory。”

AdRoll: AdRoll has run campaigns for 60 brands, including Room & Board, Hootsuite and GoPro. It says FBX campaigns have generally launched within one hour of receiving approved creative, and advertisers are seeing an average ROI of 16x.

AdRoll:已经在FBX上投了60个广告战役，包括Room & Board, Hootsuite 和 GoPro，他说FBX的广告审核效率特别高，基本上都是一个小时就可以批准创意，然后投资回报率高达16倍。

Turn: Demand-side platform Turn has done an integration with FBX that can support billions of daily requests from Facebook. Since it went live with the exchange in June, it has enabled 50 campaigns and identified “a significant number” of unique users there that can’t be found on other exchanges.

Turn：DSP Turn已经成立了一个专门部门与FBX相结合，每天能够处理来自Facebook上的数十亿请求。自其于6月试运营以来，共完成了50个campaign，并且带来了“一大批”不存在于其他交易市场中的新鲜访问者visitor。

Turn’s agency trading desk partners that have leveraged FBX include Omnicom’s Accuen, Aegis’s Amnet and IPG’s Mediabrands Audience Platform. The latter of these is working with Chrysler Group to leverage the Facebook Exchange.

Turn的代理交易平台Tradking Desk伙伴Accuen，Amnet和MAP都参与投资了FBX。其中MAP是与克莱斯勒集团一起投资试用FBX。

Turn的CEO Bill Demas提到说“广告主在FBX中可以快速实现他们全部的campaign目标，这都得益于FBX提供的优质inventory以及其自身作为媒体组合重要部分的所蕴含的巨大潜力。

TellApart: FBX ads for OnlineShoes.com earned clicks from 15 percent of users that were served them, says the retargeter. (That does not mean the click-through rate is 15%. The number of impressions per user was surely much higher than one.) Across all customers, this “user CTR” metric is 6.6% on both the Facebook Exchange and Doubleclick Ad Exchange.

TellApart：TellApart这个重定位商爆料说FBX为OnlineShoes广告赚了15%的用户点击数（这并不是说用户点击率CTR click-through rate是15%，单个用户展示量肯定超过1）这个“用户CTR”在FBX和Doubleclick Ad Exchange上都为6.6%。

The Trade Desk: Acquisition costs are sublime, says CEO Jeff Green. One client is achieving conversions at half the CPA of other sources of inventory.

The Trade Desk: CEO Jeff Green说FBX在降低购买成本方面的优势非常明显。客户只需花费在其他交易市场中一半的CPA就能实现目标转化率。

AppNexus: For indie trading desk platform Accordant, FBX delivered increased reach through AppNexus, while reducing advertisers’ CPAs by as much as 25 percent. Meanwhile Bizo delivered a 30 percent lift in reach “while maintaining key metrics such as impression to conversion rates.”

AppNexus：对于Accordant这个独立trading desk来说，FBX为其增加了达到率的同时降低了广告主25%的CPA。另外，在保持印象转换率等主要指标的同时，Bizo通过FBX增加了30%的到达率。

Like Xaxis’s Lesser, AppNexus SVP Andy Atherton sees revolutionary potential in Facebooks’ sheer volume of “quality” ad space. “There is no doubt in my mind that the Facebook Exchange will open new doors for many of our clients,” he writes in a blog post.

同Xaxis的Lesser一样，AppNexus的SVP Andy Atherton看到了Facebook优质广告位所蕴含的革命性潜力。“在我看来，FBX无疑会为我们许多客户带来新的体验”。

DataXu: CEO Mike Baker calls initial results “very positive, particularly around customer acquisition efforts.”

DataXu：CEO Mike Baker认为试用效果非常好，特别是客户购买方面的效果非常突出。

Nanigans: One of only two FBX partners to already be certified with Facebook Ads API badge, Nanigans sees potential for granular creative. “A retailer could…deliver Facebook ads to people who have added products to their shopping carts with creative specific to those products.”

Nanigans：Nanigans是两家唯一获得Facebook认证的合作伙伴之一，发现了FBX具有细分创意的潜力。“一个零售商可以将带有特定创意的Facebook广告发送给那些曾经将其产品添加到购物车中的用户”。

Conclusions

A few observations based on what the partners have shared:

根据以上合作伙伴分享的试用结果，本博总结了如下几点：

-Campaign costs are reasonable. Much of the new data has to do with very low cost-per-acquisition and impressive ROAS. In addition to the above, Bizo’s Russell Glass wrote a piece for Digiday this week disclosing FBX delivered 300% “better” cost-per-leads, at prices 66 to 80% less than “an equivalent high-quality display impression.”

Campaign成本是合理的。许多新数据都显示CPA很低，ROAS（广告开支回报率）却很惊人。除此之外，Bizo的 Russell Glass 在写给 Digiday 的文章中提到 FBX 提供了300%更优的CPL，所花费的资金却比“同等的优质展示印象”低66%-80%。

-Retargeting is still the rule. Back during the launch, Facebook billed its exchange as a means to capture retargeting dollars. Very little in the early slate of results indicates it has been used otherwise, though there are indications that major brands (Chrysler, a major QSR chain) are sniffing around.

Retargeting 依旧是亘古不变的法则。在FBX试用期间，Facebook 称 FBX 是可以通过Retargeting 增加广告主收益的。但在初期的使用结果中并不能看出FBX是通过 Retargeting 实现增收，不过可以肯定的是大的品牌公司如克莱斯勒正徘徊在FBX周围了。

-Wither user response and price data? Notably absent is click-through rate and CPM data. We explicitly asked for this from one partner and were told clients had declined to share. We assume Facebook is not eager for user response rates and pricing information to be out there either.

缺少了用户反应和价格数据？值得注意的是，试用结果中缺少了CTR和CPM的相关数据。我们特别就这一点追问了其中一个合作伙伴，得到的答案是客户不愿意公开这部分数据。我们就假定Facebook现在也不愿意公开用户反应率和价格信息的相关数据。

-Cross-channel analytics. There’s no data available as yet on the interrelation of Facebook ads with ads on other sites. Xaxis says, “An advertiser might identify an increase in performance when pairing a Facebook ad with a specific online video ad shown on a different site.” Might, but will they?

跨渠道分析。目前还无法获得Facebook上的广告与其他网站上的广告相互关联的数据。Xaxis说“当一个广告主通过把Facebook上的广告与其他网站上的特定线上视频广告相结合时，他有可能提高自身表现。”但是这也只是“可能”罢了，事实真是如此吗？

-Facebook-to-Facebook comparison still missing. Comparing results data to native Facebook advertising is certainly possible, but no one in the early results have shared such results.

传统Facebook广告与通过FBX的Facebook广告之间的比较数据无从知晓。将两种广告做比较是可以实现的，但是在试用结果中并没有此类数据。

-Volume is still an open question. Facebook’s ad inventory comprises more than a quarter of the available US display ad impressions, according to comScore, and many of the beta partners are focused on the reach possible on Facebook. But it’s not clear how much of that inventory will be allowed to flow into the exchange.

成交量依旧是个公开的问题。根据comScore的数据显示Facebook的广告inventory占了美国陈列广告展示的四分之一多，并且许多试用合作伙伴都关注着Facebook上可能实现的到达率。但是现在依然不知道究竟Facebook的inventory中有多少是可以被允许进入FBX的。