"In 2012, when people asked the same question, "I always said to people, hire someone from Zynga," Meta CMO Alex Schultz tells Ad Age. "Because the Zynga people understand our system better than we do." Nowadays, "the Amazon team is brilliant at using us," he says, along with brands like Disney+ and Coca-Cola. The Chinese ecommerce marketplaces Temu and Shein "are killers right now" when it comes to using the Meta ad platform."
"To that end, Schultz also says, "I buy the keyword 'Facebook ads,' which really goes against my personal beliefs." "Pinterest, LinkedIn, Snapchat, TikTok, all show up as paid listings before you get to the SEO term for 'Facebook ads' on Google," he says. "And so it's very clear, actually, when we do the testing, that if we don't buy that ad, we get less people signing up to buy Facebook ads.""
"The proposal shows how in the dark advertisers are about platform ad auctions. The idea would be for platforms to disclose the auction type (like, first price or second price) and what fees, discounts or bidding minimums influence the final price. And to pledge to disclose when material changes occur moving forward. Google was the only major platform that declined to participate in the discussions."
Marketers at third‑party companies demonstrate deep expertise using Meta's ad platform, with firms such as Zynga, Amazon, Disney+, Coca‑Cola, Temu and Shein cited as especially proficient. Meta's internal marketing team performs competitively against other major advertisers. Meta purchases the search keyword "Facebook ads" because competing platforms appear as paid listings above the organic SEO result, and testing shows buying that keyword increases signups. An industry proposal led by major media buyers and supported by the MRC urges platforms to disclose auction types, fees, discounts and bidding minimums and to commit to notifying advertisers of material changes; Google declined to participate.
Read at AdExchanger
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