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All good - that helps shed some light on the intent of what you're trying to accomplish. There's still a fair amount of variables and there's not a ton you can directly apply between channels based on the different natures and strengths. That said, below is where I'd start -
Creative - cross test creative and carry learnings between channels (bonus opps for things like spaceback/social creative on the open web)
Inventory - depending on scale/advertiser comfort with each, does using extension on social (i.e. FAN) perform better?
(Personal opinion, FAN should be avoided)
Audiences - Less can be directly applied here given how locked down social data is, but any audience segments worth duplicating a testing between the two channels?
Incrementality testing - does having both tactics live in market drive more activity than none or one vs the other? How about point of diminishing returns for each?
This is a very broad question, which makes it significantly more difficult to answer. General answer below:
Based on being bought out of different platforms with different measurement sources of truth, more often they don't work together and indirectly likely work against each other.
I'd look at it as different inventory sources but ultimately similar roles given Social is really just a subset of programmatic buying (limited to just the social platform's inventory).
Thank you! I was actually updating the question as you answered because it was way too vague!
Depending on the goal, my company (and likely others) export the Device IDs we see in our Consumer Graph and import them into Meta for targeting.
It’s not a perfect match, but undoubtedly we have overlap in audience across programmatic/social because of it. Not something you can measure in terms of reach/frequency exactly, but technically speaking it makes sense to me when amplifying messages across a tight audience.