The lines between different ways to advertise on Facebook are beginning to blur, as the social network Tuesday announced what it called a “small alpha test” of running ads delivered by its Facebook Exchange real-time-bidding ad-purchase platform on the desktop version of its News Feed, while at the same time assuring users that the number of ads in their News Feeds would not increase.
Facebook added that it would expand availability of this new ad format in the coming weeks. Ads purchased via FBX are currently available only on the right-hand side of Facebook pages for advertisers that are not part of the test.
Facebook said it teamed up with “a small number” of demand-side platforms for the test, including TellApart, MediaMath, and Nanigans.
The social network offered further details in a post on its Facebook Studio blog:
Last fall, we introduced Facebook Exchange (FBX), a way for businesses to show ads to people on Facebook based on their online browsing interests. Today we are launching a small alpha test to introduce FBX-targeted ads in News Feed.
We wanted to give advertisers and agencies the opportunity to deliver highly relevant ads in News Feed, the most engaging place on the Web. Previously, advertisers could run standard ads on the right-hand side of Facebook on the desktop. Starting today, advertisers can run page post link ads on the right-hand side of Facebook and in News Feed on desktop. As they do today, these ads will point back to specific landing pages to help direct-response advertisers drive conversions.
Allowing advertisers to reach people in News Feed is important because people spend more time in News Feed than any other part of Facebook. We also believe that ads delivered through FBX will create more relevant ads for people. Introducing Facebook Exchange in desktop News Feed will not change the number of ads people see in their News Feeds.