Marc Poirier is the cofounder of a company called Acquisio, which makes software 10,000 brand managers use to buy online ads. Poirier is very optimistic about Facebook’s ad business.
That’s interesting for two reasons:
- Poirier has a lot of insight into which online ad properties are doing well, and which or not.
- Poirier’s business does not do better or worse if those brand managers use Aquisio to buy one type of ad or another, so it was very intersting to use when he told us that he is extremely bullish
Poirier is optimistic for two minor reasons and one big, concrete one.
The minor stuff:
- Facebook recently updated its terms of service in ways that Poirier is convinced mean the company is about to launch an ad network. This is a popular viewpoint.
- Poirier says Facebook has given up on trying to re-invent advertising. Facebook came into the advertising business trying to change the lingo and the metrics. This just confused everyone and slowed down spending, says Poirier. Now the company has wised up and is trying to get simpler with its language and metrics.
The big concrete reason Portier is excited for Facebook: Facebook is testing out a technology called “re-targeting.”
Through tracking software called “cookies,” re-targeting allows Facebook advertisers to show users particular ads based on the Web activity of Facebook users outside of Facebook.
The fact is, re-targeting isn’t an especially advanced or new technology. Poirier says it’s popular and commonly used among the advertisers using Aquisio. Facebook had just resisted it until now for who knows what reason.
Because they view Facebook as a “safe” environment, Poirier thinks that advertisers will rush to buy re-targeted ads on Facebook, and that Facebook’s ad rates will go up accordingly.