Buyers Bullish on Facebook Exchange

15 ad tech firms on board; most rave about platform's potential

News broke in June that Facebook was readying an ad exchange which would enable advertisers to target people of Facebook based on their Web surfing habits on other sites. Facebook had invited a slew of ad tech firms that specialize in real time bidding to run test campaigns via the new exchange, possibly to see which company's technology performs best.

But since then Facebook has instituted a Fight Club-style gag order on its Facebook Exchange (FBX) partners—until now.

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