Facebook launched Facebook Exchange, otherwise known as FBX, back in 2012, and from the sound of it, it may already be going away.
FBX enables advertisers to reach Facebook users based on specific actions they've taken online, such as visiting their website. This way targeting has increased relevance due to the interest the user has already shown in the advertiser.
Digiday reports that Facebook is downplaying the importance of FBX since it's for desktop-based retargeting, and we're living in an increasingly mobile world. FBX will not come to mobile apparently. John McDermott writes:
Yesterday, during Adexchanger’s Industry Preview conference, David Fischer, Facebook’s vp of advertising, said FBX will not be a focal point for the company going forward.
He also shares this tweet from Beeswax CEO Ari Paparo, who was apparently in attendance:
David Fischer on FBX: a) it's for desktop retargeting; b) not coming to mobile; c) there are better ways to reach FB audience. Dead.
— Ari Paparo (@aripap) January 22, 2015
AdExchanger managing editor Zach Rodgers also shared some tweets from the session:
I just interviewed Facebook’s David Fischer at our #ip2015 show. Here come a few RT’s from the session.
— Zach Rodgers (@zachrodgers) January 22, 2015
Sounds like FBX spending may have peaked, with other FB products scaling further #ip2015
— Marcus Pratt (@mawkus) January 22, 2015
— Naras Eechambadi (@narasee) January 22, 2015
— Rich Greenfield (@RichBTIG) January 22, 2015
— VideoNuze (@VideoNuze) January 22, 2015
While video exploded this year, no pre-roll video in the (known) future at Facebook - David Fischer at FB #ip2015
— John Bell (@jbell99) January 22, 2015
Facebook is all about convincing brands to use video. Earlier this month, the company revealed that the number of video posts per person has increased 75% globally and 94% in the US.
SocialBakers found that Facebook has even surpassed YouTube for brands posting video.
Image via Facebook Exchange