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Facebook waited until after its public offering to go after the digital ad dollars tied up in display retargeting with last summerís launch of Facebook Exchange (FBX). Twitter, reportedly planning an IPO for early next year, looks to follow suit -- but perhaps in a different order.
The micro-blogging platform is planning to erect an exchange similar to FBX that would let brands retarget people who visit their sites with ads on Twitter, according to people with knowledge of the matter. Twitter did not respond to requests for comment.
It's unclear how far along Twitter is in building the exchange, though Facebook managed to create FBX from scratch in a month.Report: Twitter Working On Ad-Retargeting [adage.com]