End of FBX
The once famous Facebook Exchange (FBX) is soon going to be ended by the Facebook. There was a time when FBX had a remarkable influence on customer retargeting and Facebook advertisements.
The time of FBX as a retargeter is going to vanish. This is because Facebook has decided not to expand the role of FBX to mobile inventories for re-targeting the audience. The reason can be attributed to the new Custom audiences and Ad Dynamics. This feature has indeed overshadowed the impact of FBX as influencer.
Vice President Monetization product Marketing of Facebook, Mat idea stated that Custom Audiences and Ad Dynamics have made mobile as medium for providing core value. This is the reason that businesses are also benefiting from it. This has made Facebook Exchange to shift towards the other solutions.
FBX
FBX (Facebook Exchange) was launched in the year 2012. Initially it was started with collaboration of 16 other partners. In start it enjoyed very high influence as it was the sole medium of retargeting on Facebook. Now, when the budgets have seen a remarkable shift from desktop inventories of FBX, the partners changed their expectations. The FBX was a center of attraction due to these business partners. More than 15 partners were cut from the list of FBX by Facebook. Turn, Criteo, Media Math, Ad Roll and AppNexus are the current partners of FBX.
The CEO of Criteo, Eric Eichmann told that FBX has proved to be a successful platform. Now because consumers have started browsing on mobile devices the Dynamics Ad is gaining popularity. This has made Dynamic ad to become an integral part of the mix. Shift from the FBX is only due to change in consumers behavior from Desktop to Mobile Inventory.