Digilant serving Multicultural ads through Facebook Exchange
DigilantTM announced that it is serving ads through the Facebook Exchange (FBX) Real-time Bidding System.
Digilant’s real-time bidding capability enables advertisers to discover who their best customers are, and appropriately value the media where they appear. Digilant's server is connected to Facebook Exchange. With the new FBX integration, Digilant clients now have the opportunity to buy Facebook display inventory in the same manner.
Rafael Hernandez VP of Multicultural Initiatives at Digilant tells Portada that "Facebook Exchange provides a tool to cookie sync visitors of other sites with a unique Facebook ID. The ads appear in the right hand column and one can only target those that have already connected with the brand." "We help through the cookie sync process by placing the pixel that tags the ID’s on the brand site visitors."
“For example, when a user visits the site of a brand such as Heinz, we tag the user, so that we can reach them through FBX, and deliver targeted remarketing messages. This brand site needs to be Facebook enabled in order for us to be able to tag the user correctly.”
How many Hispanics are on Facebook?
Hernandez explains that there isn’t an exact figure, but "with 150+ million Facebook users in the US, I would expect the majority of Hispanics to be available. Recently, some players in the Hispanic market have speculated that there are about 18 million Hispanics on Facebook. However, if you go into Facebook Advertising today to create an Ad to increase the number of "Likes" on your company page; Facebook's number of available Hispanic users shown to be around 7.5 million (18 years of age and older). Based on FB advertising 2.3 million approximately are Spanish-dominant. 1.5 million are bilingual and 3.7 million are English-dominant."
According to Digilant, it will be the first to serve FBX ads direct to Mexico, further helping its clients scale throughout Latin America. According to a report released in October 2012, Brazil and Mexico are the second and fifth largest markets for Facebook,respectively, and Digilant has offices in both countries.