Dive summary:
- The new offering from Quantcast, Quantcast Advertise, is an integration of its digital ad-buying product with Facebook Exchange; the product allows users to target prospects on the social network rather than re-target visitors to their own site who are likely not ready for another purchase.
- The program anonymously matches prospects' cookies with the data-based characteristics of an advertiser's past customers.
- The Palms Casino and Resort, one of the first to test out Quantcast Advertise, claims it has increased Facebook Exchange-based bookings by 87% since launching the look-alike program.
From the article:
"'We were one of the first beta testers of Facebook Exchange," Erin Levzow, executive director of hotel marketing and e-commerce at Palms Casino Resort, told Adweek. 'At first, it was hard to narrow down profitability and see the [desired return on investment] come across. Everyone is on Facebook. But you want to target the right people at the right time. Quantcast helps us maximize profitability by targeting the right people at the right time.'"