北美时间6月13日消息，Facebook正在测试实时竞价（RTB）广告系统Facebook Exchange (FBX)，且很快就会发布这项最新服务, 目前已经有一批获邀请的DSP（需求方平台）公司开始了接入工作。通过这项服务，用户在访问第三方网站时会被cookie标记，随后将在回到Facebook网站上时被显示与其网络浏览内容相关的实时竞价广告。对Facebook来说，这个新业务可能会为其带来大量的收入，原因是它将让用户看到更具相关性的直接广告, 并通过RTB机制引入了更多媒体购买需求。行业专家认为，Facebook此战略举动更多意图是为比肩搜索广告巨人Google在展示广告(Display Ads)领域里的拓展。
(补充新闻背景：根据eMarketer的调研数据，Facebook在美国网络展示广告的市场份额在2011年占据了14%， 这一份额在2010年还只有11.5%，今年2012年预计将达到16%。与此构成对照的是，Google在展示广告市场的份额在2010年和2011年分别是12.1%和13.8%，今年接下来的几个月里有望超过16.5%。RTB和网络展示广告(Display Ads)的市场有密切关系，以美国市场为例，今年网络广告的整体(Search+Display+Others)规模预期为400亿美金，其中展示广告(Display Ads)的规模约为156亿美金，其中将有20亿美金将通过RTB技术投放。)
据美国科技博客TechCrunch报道，Facebook称其目前正在测试八个广告需求方平台。在未来几个星期中，这项服务将可更加广泛地用于传统的Facebook侧边栏广告，这种广告按CPM收费。
正在对FBX进行测试的需求方平台包括：TellApart、Triggit、Turn、DataXu、MediaMath、AppNexus、TheTradeDesk和AdRoll。
Facebook发言人安妮·塔（Annie Ta）称，推出Exchange服务的想法就是让广告主能向用户展示更具相关性的广告。到目前为止，Facebook在整体上一直都被视为企业或品牌广告的载体；但在效果营销的广告主看来，Facebook广告远不如搜索广告有用，原因是与用户在谷歌(微博)搜索引擎上用关键字进行搜索时相比，Facebook用户不会体现出购买意向。
但在有了Facebook Exchange以后，这种情况将会发生彻底的改变。通过几个实例可以了解Facebook Exchange能带来哪些新意：
举例来说，福特汽车将可植入一个cookie来追踪一名想要在其网站上购买新款SUV、但还没有向经销商询价的用户，然后福特汽车可以通过Facebook Exchange来向用户展示内容为“福特Escape：仅需2.1万美元”的广告，与仅显示轿车或卡车的一般特性的汽车广告相比，通过Facebook Exchange展示的广告则更加具有相关性。为此，福特汽车很可能会愿意支付更高的价格。
FBX还可以用来投放一些具有较高时效性的创新广告，由于Facebook平台是用户频繁回访、长时间驻留的平台，广告主可以运用RTB实时投放广告鼓励、提醒用户去收看当前正在播放的电视节目或体育赛事。
但是，Facebook利用这种方式来创造新的业务收入可能会让一些用户感到不满。在互联网上，基于cookie的再营销广告是很普遍的，而Facebook正在保护用户隐私权，具体方式是不允许广告主将cookie定位与用户身份属性、社交和行为数据合并到一起进行定向投放。从广告主角度来看不能将再营销cookie与Facebook人口属性数据结合进行投放是一个”遗憾“，如果Facebook选择更激进地进入RTB领域的话，事实上Facebook是最具规模、最准确的DMP/Data Exchange。但是用户的隐私保护是一大挑战，仍旧有消费者不喜欢被定位，这些用户将可在DSP公司的网页上选择不使用Exchange服务，即opt-out，从而停止被cookie定向投放广告。
但在被问及Facebook是否会向用户提供一种简单的、只需点击一下即可否决这个社交网络基于来自所有DSP的cookie来定位用户的能力时，Facebook称暂时不会提供这种功能，其部分原因在于，Facebook不能控制DSP是否植入cookie。
自上个月IPO以来，Facebook股价已经累计下跌了28%，这部分因为市场担心其广告营收增长跟不上其用户量增长的步伐。Facebook Exchange应该会让已经购买了其股票的投资者感到激动。因为这表明，Facebook正希望朝略微激进的广告机制进行转变。但对于Facebook业务的长期健康性来说，Facebook Exchange需要解决的最重要的问题是让用户看到更多与他们实际希望购买的物品有关的广告，并且不破坏用户体验。
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