Facebook Retargeting With Facebook Exchange (FBX)

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Facebook, however, only began selling re-targeted ads this summer, when it opened something called the Facebook Exchange, better known as FBX in the industry.

What's truly remarkable is that inventory sold through FBX re-targeting uses ZERO Facebook profile data, and yet it is much more valuable.
Facebook Retargeting With Facebook Exchange (FBX) [businessinsider.com]

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I've been working on this new channel for the last four months, and what's interesting is that FBX works for two reasons:

1. unlike other real-time exchanges, users available for targeting via FBX are on one publisher all day long, so the ads themselves have much more of an impact;

2. when people are on Facebook they're not really focused on a task, and as a result they're open to ads that reawaken their interest in a product or service they'd been looking at on another website.