Facebook Exchange, R.I.P.?

Will the “X” in “FBX” soon stand for “extinct?”

FacebookExchangeLogo650Will the “X” in “FBX” soon stand for “extinct?” Comments by Facebook vice president of business and marketing partnerships David Fischer at AdExchanger’s Industry Preview 2015 conference in New York Thursday seemed to point to the demise of the social network’s real-time ad-bidding platform, Facebook Exchange, which launched in 2012.

Digiday reported that Fischer said FBX would not be a focal point for Facebook going forward, with Beeswax CEO Ari Paparo telling Digiday that Fischer made the following points about FBX:

  • FBX is for desktop retargeting.
  • FBX is not coming to mobile.
  • There are better ways to reach audiences on Facebook.

Paparo told Digiday:

FBX was built for right-rail inventory, and since then, Facebook has built out and spent all the attention on the Timeline inventory. Facebook is doing extremely well monetizing the Timeline, so getting more demand is not a top priority.

He was likely referring to News Feed ads when mentioning Timeline.

Readers: Are you surprised at the possible demise of FBX?