FBX, Eventbrite, Marin Software and more in this week’s Facebook news roundup
Diligant integrates FBX – Media-buying platform Diligant announced this week that it has begun serving ads through the Facebook Exchange real-time bidding system. Digilant says it is the first partner to serve FBX ads direct in Mexico.
Adobe shares FBX results – Facebook Strategic Preferred Marketing Developer Adobe this week shared results from its first month of targeting ads through the Facebook Exchange. Adobe says FBX resulted in a conversion rate nearly 70 percent higher, and a cost per lead more than 50 percent lower than the average for eight other real-time bidding sources, though it was the second best performing ad supply source overall, not No. 1. Adobe noted FBX’s “favorable pricing” and “lower competition levels” than other exchanges.
Court rules Facebook doesn’t have to allow pseudonyms – Facebook won a case this week against a German privacy organization that argued the social network should not force users to use their real name on the site, according to the Associated Press. Germany has strict privacy laws, but the court ruled that the laws weren’t applicable in this case because Facebook has European headquarters in Ireland. Facebook says its real name policy helps protect users.
Eventbrite integrates with Facebook ‘buy tickets’ button – Eventbrite this week announced that it enhanced its “Publish to Facebook” feature to support the new “buy tickets” link on Facebook Events. When Eventbrite users publish an event to their Facebook Page, a link to the corresponding Eventbrite page will be included in the designated tickets field on Facebook. Last weekend the social network updated events to show a “buy tickets” button on event pages and News Feed. The button links to external websites designated by event organizers. Eventbrite will ensure that Facebook Events published through its platform include the button.
Marin files for IPO – Early Facebook Ads API partner Marin Software this week filed documents for a $75-million initial public offering. Marin began in 2006 as a search marketing software company, but was granted Facebook Ads API access in April 2010. Its software now allows advertisers to manage their paid search, display, mobile and social marketing campaigns from a single platform.