AdRoll announced positive early results

AdRoll, the retargeting platform, recently announced that companies will have more access to social media giant Facebook and its advertising inventory through real-time bidding on Facebook Exchange.

Facebook has become a necessity for companies looking to improve their small business marketing efforts. With close to a billion active users, marketing through the social media site can be a beneficial investment if conducted properly.

AdRoll was selected as one of the Preferred Marketing Developers that offer support for Facebook Exchange. AdRoll gives companies an opportunity to retarget Facebook's users and will now give its customers access to Facebook's ad inventory, accounting for 28 percent of the available U.S. display ad impressions, comScore reported.

"Retargeting has quickly become the killer app of display advertising because it's incredibly measurable and provides great ROI. AdRoll's mission has been to build a retargeting platform that is not only powerful and effective, but also a delight to use and implement," said Adam Berke, president of AdRoll. "With FBX, we're excited to help all of our customers improve the reach and performance of their campaigns through Facebook's massive inventory supply."

Facebook Exchange will now give AdRoll customers the opportunity to improve their retargeting campaigns using their own first-party data.

"We're excited to be a part of Facebook Exchange, leveraging our own site data to engage with Facebook's 955 million-plus monthly active users," said Lee Topar, director of online marketing at GoPro. "AdRoll's responsive customer support team and innovative platform have made it easy for us to get up and running on FBX quickly, and for us to optimize, track and adjust campaign metrics, if necessary. We're currently running a number of promotional ad campaigns on FBX, and the initial results have been very positive."

AdRoll was one of the first companies to utilize Facebook Exchange, with real-time bidding technology being used to launch campaigns for 60 advertisers, which included brands such as Room & Board, HootSuite and GoPro. Early data showed that Facebook Exchange advertisers saw an average of 16 times return on investments.

Twitter also offers its users affordably priced advertising options if they have a small business. They can either invest in promoted accounts or promoted tweets, which have both been proven to improve advertising.