The process provides advertisers a way to reach existing customers on Facebook and Instagram in a privacy-safe way. via your own CRM) and match it to hashed Facebook data. While Core Audiences only uses Facebook data, Custom Audiences provides you the opportunity to hash your own data (e.g. The quality is maintained by machine-learning algorithms to understand how topics are related and are validated through CTR measurement and user surveys. These syndicated segments from our partners cover hundreds of topics, verticals and products. There are targetable audiences that are “on the shelf” and available to all marketers in the US, the UK, France, Germany, Australia, and Brazil. This data is pulled from the information you share in your profile and the behaviors you exhibit on our platform.Īnother aspect of our Core Audiences is what we call our Partner Categories, which are powered by offline data from trusted third parties. 总的来看,因为total bid = eCPM + ad relevance,如果ad relevance越高,广告商的cost per objective就可以越低。(”Better ad relevance can lower your cost per objective.”) Ad TargetingįB的数据包括FB自己的和广告商的,还有第三方的数据。这么多的数据可以把audience分成三类:Ĭore Audiences are pulled from data related to demographics: geographic demographics, lifestyle/lifestage demographics, purchase-based demographics, etc. 一个关于Ad Relevance Score的更具体的页面: Ad Relevance Score In fact, doing so may lead to losing auctions you would’ve otherwise won at no additional cost. You’ll often be charged less than your bid.The amount you get charged is the minimum amount you would’ve needed to set your advertiser bid at to win the auction. You get charged when the result you’ve chosen to be charged for during ad set creation occurs. Total values determine who wins an auction, but not when or how much the winner is charged. 在另外一个页面看到了更多描述 Understanding how bidding and our ads auction work Total Bid = (CPA or oCPM bid) x (eCTR x conversion probability, or eCVR) + Ad Relevance factors If you are optimizing for actinos and you’re paying for actions or impressions: Total Bid = (CPM bid) + Ad Relevance factors If you are optimizing and paying for impressions (CPM) If you are optimizing and paying for clicks (CPC): 竞价的时候FB考虑的是total bid(total bid = eCPM + Ad Relevance factors) It is a generalization of a Vickrey auction for multiple items. It also gives bidders an incentive to bid their true valuations, by ensuring that the optimal strategy for each bidder is to bid their true valuations of the items. The auction system assigns the items in a socially optimal manner: it charges each individual the harm they cause to other bidders. Bidders submit bids that report their valuations for the items, without knowing the bids of the other people in the auction. In auction theory, a Vickrey–Clarke–Groves (VCG) auction is a type of sealed-bid auction of multiple items. Learn about purchasing Facebook Ads Ad Auction and Delivery Overview Facebook Ad Auction Basics Content franchises (thematically linked, ownable, and repeatable).所以难怪在一些连接了Facebook账号的地方可以看到好像确实挺感兴趣的广告,看来它们都属于Audience Network。 Best Practices to Get Started Successful Campaigns Best Practices Eligible ads are converted into different formats including native, banner, interstitial, or video ads on a growing number of Facebook-approved publishers. When you create an ad on Facebook for News Feed, your ads will also be delivered in Audience Network. 挑着看了Facebook blueprint里比较感兴趣的部分。看的是英文版,学习学习新术语。没有标注来源的引言都来自Facebook blueprint。 Introduction to Facebook Apps and Services Audience Network: Extend the Reach of Your Facebook CampaignsĪudience Network helps advertisers extend the reach of their Facebook ad campaigns by delivering them in third-party mobile apps and mobile websites.
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