Your Data, My Data and Facebook Exchange Ads. RadiumOne Bets Big with FBX Integration

RadiumOne is integrating its social advertising platform with Facebook Exchange, the social media giant’s latest attempt to augment its somewhat fledgling business model.

FBX was launched just a few days ago. It’s pegged as a real-time-bidding system for advertisers: a marketplace for ads that have been retargeted based on specific demographics’ browsing history. The program only supports sidebar ads, which currently account for 80 percent of the company’s revenue.

But here’s the golden ticket: RadiumOne is offering marketers more information about their data-driven ad campaigns. It’s syncing its ShareGraph targeting “amplification” technology with Facebook inventory to give customers access to instantaneous campaign performance metrics.

“Integration with FBX represents an enormous opportunity for our Fortune 500 customers to engage with their target audiences in a contextually relevant manner inside a familiar environment where purchase decisions are frequently made,” said Gurbaksh Chahal, CEO of RadiumOne. “FBX is one of the most meaningful innovations in the advertising space, and we are honored to be collaborating with a likeminded team that takes pride in advancing the state of our industry.”

Greater reach, higher audience relevance and increased efficiency are the three main advantages that RadiumOne is pitching to its customers.

Carlos Kirjner of Bernstein Research thinks that Facebook Exchange Ads  will account for 15 to 20 percent of side of all sidebar page. That might sound like a lot, but the analyst thinks otherwise.  He shares the SiliconAngle perspective that Facebook’s future is based on newsfeed ads. This means that FBX doesn’t represent a big shift for the company, but rather a near-term tactic to boost revenue.

Facebook’s stock passed the $26 mark yesterday, the highest price in months. The social networking giant went public at $38 per share, but has fallen as low as $18 per share due to fears that it may not be able to properly monetize its platform.