Facebook Exchange vs Web Retargeting, H2 2012 [CHART]
A pair of studies have emerged looking at the performance of Facebook Exchange (FBX), a real-time bidding (RTB) marketplace for Facebook inventory, offering Facebook’s tremendous reach (it ranked as the 4th largest web property by unique visitors in December 2012, per comScore) to programmatic buyers. The first study, from Adobe, looks at preliminary results from its advertising customers using FBX, while the second, from AdRoll, measures FBX against standard web retargeting for a set of advertisers using both. The results show that while the preliminary results are encouraging, and worthy of the hype, FBX hasn’t yet outplayed all other alternatives. Read the rest at MarketingCharts.