Could Amazon Be Getting Facebook Exchange Access, Too?

fbx-amazon-1Amazon, the ever-silent commerce stalwart, may be next in line to join the Facebook Exchange party, according to AdExchanger sources.

Today, Facebook finally granted (long-awaited?) access to Google’s demand-side platform, DoubleClick Bid Manager, to enable DoubleClick advertisers to dish up retargeted ads on the social network through integration to FBX.

A number of DSP partners like Triggit, MediaMath, TellApart, Turn, DataXu, AdRoll and AppNexus were among the original inductees to the Facebook Exchange, but it was only a matter of time before client and agency demand forced Google’s imminent entry.

“This is good news for open marketplaces and providing clients with choice,” commented Kurt Unkel, president of the VivaKi Nerve Center, in an email to AdExchanger. “We applaud Facebook for opening up access to Google (and Amazon) and we are excited for the possibilities.”

Amazon did not return requests for comment, and a Facebook spokesman stated, “I can’t comment. Sorry.”

The jury is out whether Amazon and its DSP, Amazon Advertising Platform, will be the next to follow in DoubleClick’s footsteps, but report after report tell the same story: Amazon likes to keep its data close.

In a recent AdExchanger report, we dissected Amazon’s paid media pitch to agencies and its burgeoning ads unit that some expect to hit $1 billion in revenue totals this year.

Amazon, with its push into user authentication and identity, via Login with Amazon, and Facebook, with its near-ubiquitous ownership of social identity (which it’s now tying to mobile payments and transactions with Autofill functionality), still appear at odds in many ways in the commerce conversation.

Amazon’s rich product data gives it the ability to deliver targeted ads based on actual purchase history. The question is when it will tap into Facebook’s 1.1 billion user-strong pool of potential prospects to pad out richer campaigns through the social network. And, conversely, when will Facebook open the gate?


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1 Comment

  1. I hope Amazon does get access, as it will show all the retailers worldwide who compete with them that standing on the sidelines of the retargeting on Facebook opportunity is not an option.

    Google getting into the game is great for FBX and great for advertisers, tens of thousands of which will get their first taste of FBX ROI. That said, Google’s entry is about Facebook wanting to get more spend onto its inventory, faster, and Google not wanting incremental retargeting budgets to flow outside of their topline revenue lake. But IMHO, the only boats that partnership tide will rise are Google’s & Facebook’s.

    To use a Monopoly analogy, Google’s at the point in the game where they finally own the Blues (paid search), the Yellows (programmatic display) and the Reds (everyone’s 1st party data). FB has the Greens (social, it’s 1.2B users and their 25% of the Internet) and everyone else is fighting over lesser properties and utilities. Andrew Chen’s Law of Shitty Clickthroughs (online marketing’s equivalent of Moore’s Law) states that all marketing channels start out great and then suck over time, leaving advertisers no choice but to aggressively attack new channels before they suck. FBX is that new channel, and because Google will neither do right by the advertisers’ ROI metrics (which is to say, spend more on FBX than Google AdX) nor enable fully dynamic ads, the top 5000 AdWords advertisers – who make up two-thirds of G’s revenue – will need the best solution to fight off Chen’s Law.

    Having launched more IR 500 onto FBX than anybody, we know FBX should get virtually every incremental retargeting $$ for years to come, because it converts better, costs less and has a much higher click & view-thru value than Google’s inventory. Will Google tell advertisers the truth?