'Facebook Exchange' retargeting system will bring intent-based ads to the site

Facebook is testing a new advertising system that will allow third-party platforms to place retargeting ads on Facebook after users visit external websites marked with cookies, according to TechCrunch.

The program, called Facebook Exchange, could bring a large influx of new inventory to the social network and give Facebook the intent-based targeting data it previously lacked.

Eight demand-side platforms — TellApart, Triggit, Turn, DataXu, MediaMath, AppNexus, TheTradeDesk and AdRoll — are involved in the test. The program will be more widely available for traditional Facebook ads on the right-hand side of the page within the next few weeks.

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