While mobile Facebook ads are intended to reach the fast-rising share of social users who access via mobile, the rollout of FBX was the company’s effort to help advertisers capitalize on the targeting potential of Facebook, by allowing advertisers to serve ads based on users’ web-browsing behavior. Although FBX isn’t widespread yet—the study found 18% of marketers had used the platform in September—advertisers who have purchased through FBX seem reasonably happy with the results.
The number of respondents who said FBX was very effective for their ad campaigns rose from 11% in January 2013 to 20% in September 2013. In total, 87% found FBX at least somewhat effective as of September. Read the rest at eMarketer.