Facebook Is Shutting Down Its Desktop-Based Ad Retargeting Exchange

Social platform redirecting advertisers to mobile

Facebook is shutting down Facebook Exchange and moving advertisers to newer products in a coordinated effort to focus more heavily on the social network's mobile-first advertising products.

Per Facebook's vp of monetization Matt Idema, consumer usage has primarily moved to mobile. He said Facebook Exchange is primarily a desktop retargeting tool, adding that newer product such as Dynamic Ads for Carousel, video campaigns and custom audiences have mobile retargeting features not supported by Exchange.

Idema told Adweek that the company has already begun moving clients and ad tech partners over to newer products with the goal of being fully migrated by Nov.

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