As we’ve noted previously, AdRoll has helped make display advertising more relevant to people browsing the web on desktops and laptops. Using cookies stored in your browser, the service’s retargeting platform makes it possible for you to see products or services you’ve previously viewed on other sites. It also offers data and analytics to its customers so they can make better ad decisions.
But with AdRoll’s entry as an alpha company on Facebook’s Exchange for display ads, its prospects are even better. The company’s dynamic ad product, LiquidAds, lets people see the same ad they saw before. Now this happens on Facebook as well. AdRoll’s retargeting on Facebook works by pairing a browser cookie from Facebook and a cookie from an advertiser’s site to match that customer’s interests.
The initial results from alpha testing? AdRoll President Adam Berke told me that AdRoll’s dynamic ads on Facebook have an eye-popping 102 percent higher click-through rate than traditional Facebook Exchange ads.
“This solves two problems: One, the ads are personalized and therefore do better,” Berke said. “Two, it solves an inventory problem. You have to use your ads wisely and dynamic ads keep it fresh.”
AdRoll’s first customers seem happy with the results. “We were thrilled to try LiquidAds on FBX as we’ve had great initial success on the platform,” Michael Macintyre, the director of online marketing at Indochino, said in statement. “We’ve seen even greater click-through rates using this technology and, as a result, our overall cost-per-click on FBX campaigns has decreased.”
Being successful on the Facebook Exchange requires a strong foundation in technology. It only takes milliseconds for Facebook’s Exchange to communicate with companies wanting to bid and place ads. AdRoll said it plans to buy server space physically near Facebook to improve its transaction speeds.
San Francisco-based AdRoll has raised around $20 million in funding, with backing from Peter Thiel, Max Levchin, and others. AdRoll was named the fastest growing advertising company by Inc. in August.