LookingConfident's  Instablog

"It's opening up ad inventory to performance-type advertisers like Amazon & Ebay who want to direct advertisers back to their websites to make a purchase" said the eMarketer principal analyst Debra Aho Williamson. ...(Taken from my Yahoo thread on Facebook's Exchange)

Note that the likes of DSP Triggit, is handling Amazon's advertising and whilst AppNexus may well be representing both eBay and Microsoft's advertisers (at this juncture) but not (I feel) Microsoft's publisher base!

seekingalpha.com/instablog/36191-looking...

In an update from AdEchanger:

< The list of DSP partners includes Triggit, Turn, DataXu, MediaMath, AppNexus, TheTradeDesk, and AdRoll.

Facebook says it has purposely limited the number, in part to safeguard user privacy. One notable exclusion from the list is Google's Invite Media, now known as DoubleClick Bid Manager.

......If Google has indeed been locked out of Facebook Exchange, it would be one of the few times it has been put back on its heels in the programmatic media environment.

Google's exclusion would be in keeping with Facebook's earlier decision to barr AdSense as a monetization option for app developers. AdSense and DoubleClick are still absent from the company's approved ad providers list, though many have reportedly continued to use it without a punitive response from Facebook.>

www.adexchanger.com/social-media/faceboo...

The mention of Google's DoubleClick Bid Manager as being locked out of Facebook Exchange supports my own belief that (initially) these 8 or, so DSPs will have a need to 'bed' both themselves and their advertisers into the Facebook scenario-in their buying of eCPM type Facebook inventory, only. At massive, available scale.

Indeed, from the AdAge article, 'Dave Williams, CEO of the Facebook Ads API partner Blinq Media, thinks the move is an opportunity for Facebook to drive up the value of its effective CPMs...'

adage.com/article/digital/facebook-launc.../

And I have made mention of "Blinq Media" on my instablog, before:

seekingalpha.com/instablog/36191-looking...

Important - To note that AdExchanger advise:

< AdSense & DoubleClick are still absent from the company's approved ad providers list, though many have reportedly continued to use it without a punitive response from Facebook.>

THIS very aspect (I believe) is what constitutes the Google/Facebook CPA 'testing' involvement within the 'exclusive' (search based - user intent) Looksmart marketplace. (This is still, yet to come.) Being a one OPEN marketplace destined to become a "main event" (globally) with Facebook et al, in the not too distant future.

I strongly believe that "Blinq Media" (as with a number of other DSPs - as have been historically mentioned on my instablog), are only licensing the Looksmart 'Advertiser solutions' API - that is allowing them to gain access into the buying of the Facebook inventory.

Of course 'time will tell'. As it has mostly done so, to date.-Is just all, my own opinion as always.

LOOK: On Jun 13: $ 0.81 0.01 (-1.22%)

LC

Disclosure: Long LOOK and 'excited'!!!!

PS; (Alexa) Note; Up to, June 11th - June 13th announcement

http://www.alexa.com/siteinfo/looksmart.com#

Alexa Traffic Rank
34,629

Estimated percentage of global internet users who visit looksmart.com:

	Reach	Change
7 day	0.006	-10%
1 month	0.0053	+23%
3 month	0.00481	+4%

Upstream Sites

Which sites did users visit immediately preceding looksmart.com?

% of Unique Visits		Upstream Site
13.69%		google.com
3.65%		7search.com
3.16%		yahoo.com
1.47%		alexa.com
1.47%		facebook.com
1.05%		google.ca
1.05%		local.com
0.98%		domaingateway.com
0.84%		microsoft.com
0.84%		servefeed.info

Downstream Sites

Where do visitors go after leaving looksmart.com?

% of Unique Visits		Downstream Site
13.94%		google.com
3.52%		7search.com
1.58%		yahoo.com
1.51%		monstermarketplace.com
1.36%		clickbank.com
1.36%		facebook.com
1.01%		alexa.com
1.01%		expedia.com
1.01%		google.ca
0.86%		linkedin.com