For ecommerce merchants, one of the most disappointing things is losing a customer who visited a site and left without buying anything. However, they may be able to get a second chance at reaching these individuals, thanks to a new advertising offering from Facebook.<\/p>\n
Facebook will now allow for real-time ad bidding, which means the social network will make use of cookies to monitor customers' browsing histories. For example, a shopper who leaves a retail website to then browse Facebook could be targeted once again on the social network if the merchant is participating in the advertising initiative.<\/p>\n
"This means that advertisers can deliver more relevant advertising in a timely manner at a scale not possible before," a Facebook spokeswoman told Internet Retailer.<\/p>\n
There are two major caveats, though. First, the program is only open to American brands. Second, because the initiative only involves the marketplace ads on the right-hand side of the screen, merchants won't be able to target mobile consumers.<\/p>\n
Facebook has slowly but surely given merchants new ways of interacting with consumers. Most recently, the social network launched Promoted Posts, which enables retailers to set a promotional message at the top of their profiles.<\/p>\n","protected":false},"excerpt":{"rendered":"
For ecommerce merchants, one of the most disappointing things is losing a customer who visited a site and left without buying anything. Continue reading