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Investors who were fatigued by Facebook’s (NASDAQ:FB) initial public offering may have a reason to be interested in the company again. CEO Mark Zuckerberg catalyzed share growth when he took the stage at TechCrunch Disrupt, and pointed at mobile, search, and advertising as the future of the social network.
Don’t Miss: A Desperate Zynga Acquires Another Company.
The company’s latest monetization effort, Facebook Exchange, recently left beta. Facebook Exchange is a real-time bidding platform, and according to some the program is killing Google’s (NASDAQ:GOOG) advertisement infrastructure in generating clicks.
Triggit, which helps Facebook deliver the ads, claims that Facebook Exchange generates as much as four times the average return on other bidding systems. AdRoll, another company involved in the program, puts that ratio as high as ten to one.
These returns define success. IDC expects that 27 percent of the $18.9 billion online display ad space in 2015 will be driven by real-time bidding. The program which generates the most returns will win all those advertising dollars. With a competitive search engine behind it, Facebook Exchange could pose a serious threat to Google.
But Google isn’t the only company that Facebook has to worry about. GREE, a Japanese mobile social gaming network, recently acquired App Ant Studios. The game developed is based in California, and will help GREE capitalize on premium services and virtual goods which make mobile gaming so lucrative. GREE also said in its press release that “the acquisition of App Ant Studios will help GREE reach its goal of having one billion users worldwide.” With Facebook’s social gaming partner Zynga (NASDAQ:ZNGA) hitting rough waters, GREE could have a path to realize its ambition.
Facebook is up over 15 percent this month, and is trading just above $22 a share.
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