Facebook Exchange Gains “Page Post” Ads, Puts Retargeting In News Feed


Facebook Exchange — Facebook’s ad network that allows advertisers to “retarget” ads to Facebook users — is expanding into Facebook’s prime real estate, the Facebook news feed.

The Facebook Exchange service, or FBX for short, opened formally last fall. That allowed advertisers to target people who’d previously been on their websites with ads, when they are on Facebook.

If you want to understand more about how all this works, and how powerful it can be, our Facebook Exchange & How My Drugstore.com Basket Got Turned Into Facebook Ads story shows FBX in action.

FBX ads, until now, had been located on the right-hand side of Facebook’s layout. Now, they’re also going to appear within Facebook’s main news feed.

“We want to make sure we’re giving advertisers and agencies the ability to deliver more relevant ads in news feed, where people are spending most of their time on Facebook,” a Facebook spokesperson told me.

Here’s an example of how they’ll appear:

Page Post Link Ad

Facebook is calling the rollout of this an “alpha test,” one that’s working with a small number of demand-side platforms, DSPs that include TellApart, MediaMath, and Nanigans. It says that in the coming weeks, the program will expand to additional DSPs and advertisers.

Facebook’s post about the program also notes that more ads won’t appear in news feed because of this. Rather, it’s just that ad units already showing there will now include Facebook Exchange-powered units.

Related Topics: Channel: Social Media Marketing | Facebook: Advertising | Facebook: Facebook Exchange | Top News


About The Author: is Founding Editor of Marketing Land. He’s a widely cited authority on search marketing and internet marketing issues, who has covered the space since 1996. Danny also serves as Chief Content Officer for Third Door Media, which publishes Search Engine Land and produces the SMX: Search Marketing Expo conference series. He has a personal blog called Daggle (and keeps his disclosures page there). He can be found on Facebook, Google + and microblogs on Twitter as @dannysullivan.

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  • keaner

    another reason to drop facebook, these guys just don’t get that you cant shove ads in someones face on a platform meant to talk to friends on.

    I’m on Facebook to talk to my friends, these ads are the equivalent of someone popping in between us and starting a different convo on something useless.

  • Alan

    Google does it.. you going to drop Google? Not saying I don’t agree with you but it is not only Facebook doing it.

  • SirVon Thomas

    Finally facebook grows up and is About To start Making Big Boy msft/appl/goog $. Fb = long

  • Guest

    what happened to my comment ?

  • Guest

    my email address is wrong how do i edit it

  • Wayne Williams

    Facebook has gone from being a social media website to a advertising marketing website. I want to snoop on my friends and family, chat and find out whats going on in my social circle. Not to find out who shops in Tesco’s or buys PG Tips tea bags.
    I know if I went to the local shop and bought a fresh loaf of bread and a pint of milk. I would not expect the shop keeper to take my details and distribute them to all his suppliers. By the time I get home having 20 emails and 40 texts asking me if I wanted some tea bags with my milk.
    There are places for advertisement, but not on my Facebook page. One of the reasons that Formula 1 went to BBC is that no body likes adverts in the middle of the action. What next, adverts in the middle of my DVD or Blue-Ray film.

  • http://www.socialbakers.com/ Michal Smetana

    I don’t think this is a reason to drop Facebook. I’m not lobbying for Facebook or anything, but what sites you use regularly don’t make money from ads (except Wikipedia of course)? Google, Bing, blogs – where do you think they make money? If you don’t want to use Facebook because of ads, don’t. But then you should also drop Google and other sites, because these ads – as you say – will never be the reason why you’ll visit these sites. Don’t you think?

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