Ad partners see early promise as Facebook brings FBX retargeting system out of beta

Facebook today announced that its Facebook Exchange platform is coming out of beta today with 15 partners authorized to buy ad inventory through real-time bidding.

A number of beta partners are reporting lower costs per acquisition than on other exchanges and expressed continued interest in FBX, which allows third-party platforms to place retargeting ads on Facebook after users visit external websites marked with cookies. Here are some key stats from companies that shared results:

  • 10-20x return on investment, according to TellApart
  • 300 percent better cost-per-leads, according to Bizo
  • Reduced CPAs by as much as 25 percent, according to AppNexus
  • One-fifth the CPA and four times the ROI compared to traditional campaigns, according to Triggit, which also shared the infographic below

Recently added to the list of demand-side platforms approved for FBX is Kenshoo.



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