Early Stats on How Facebook Exchange Ads Perform in News Feed
Pricier at first but better value
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It was easy money to bet that matching up what is arguably Facebook's most valuable ad offering with its most valuable real estate would pay off. But only a month after Facebook began testing retargeted Facebook Exchange ads within users’ desktop News Feed, the positive returns are beginning to roll in.
“In early tests, the performance [of FBX ads run in the desktop News Feed] is dwarfing [their traditional right-rail counterparts],” said Marc Grabowski, COO of social ad firm Nanigans, one of three companies to first test FBX News Feed ads.