Facebook Exchange (FBX) Is Apparently On The Way Out

Chris CrumMarketing & Advertising

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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:

AdExchanger managing editor Zach Rodgers also shared some tweets from the session:

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

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.