In the coming weeks, Facebook plans to allow advertisers to begin purchasing its Marketplace ads on a real-time bidding basis. The idea is to increase the value of this inventory by allowing advertisers to use their own data for targeting.
Though there�s been much speculation about Facebook starting an ad network like the Google Content Network, this is not that � it will only involve Facebook inventory.
Ads will be sold on a CPM basis via third-party demand-side platforms (DSPs) and will be targeted via browser cookies � which will enable retargeting and other behavioral options. Bloomberg reports that the partners for....