Facebook Exchange ads enter News Feed; limited to desktop and select DSPs for now

fbxFacebook has launched a small test to introduce Facebook Exchange Ads in its News Feed on desktop, according to the Facebook Studio blog.

The company is working with a small group of demand side platforms (DSPs) including TellApart, MediaMath and Nanigans. It has also said it will begin making the ads available for more DSPs and advertisers in the coming weeks.

The new retargeting ads will appear in the News Feed only on desktop. Facebook has yet to introduce mobile retargeting into the FBX. Previously, Facebook Exchange ads were reserved for the right ads column which only appear on desktop.

ScreenShot2013-03-26at9.54.07AM


The ads will appear in the News Feed the same as any other page post ad or Promoted Post bought through Facebook’s internal platform. Users will not be able to differentiate if the ads were purchased through the FBX or Facebook’s internal platform. Like previous FBX ads, Facebook’s format places a number of restrictions on creative, where advertisers might be used to more dynamic rich media ads on other exchanges. However, the new format introduces options for users to Like, share or comment on an ad, whereas previously users could only click on the ad and be taken to a third-party site.

The social network says number of ads in the News Feed will not increase from this change. With more advertisers bidding for placement, however, ad prices could increase, especially because FBX advertisers are targeting users who might be more valuable because they are further down the purchase funnel.

As the News Feed is where users spend the most of their time on Facebook, ads in this space have much greater engagement numbers and results. Facebook Exchange ads have also shown early promise. The combination of retargeting and front-and-center placement could give advertisers — and Facebook — a big boost. By placing FBX in the News Feed, marketers will be able to make more valuable impressions, even if it is only available on desktop for now.

Marketing with Facebook Insights

Mediabistro Course

Marketing with Facebook Insights

Starting October 2, use Facebook’s analytics tool track and optimize your marketing efforts! Taught by the group marketing manager of social media at Microsoft/BingAds, Geoffrey Colon will show you how to measure key performance indicators and make your data actionable. Register now!

 

Leave a Reply

4 Responses to “Facebook Exchange ads enter News Feed; limited to desktop and select DSPs for now”

  1. Social Media Newsfeed: Facebook News Feed Ads | Hashtags Harmful? - SocialTimes says:

    [...] with a link back to the product’s landing page on the retailer’s e-commerce site. Inside Facebook The company is working with a small group of demand side platforms (DSPs) including TellApart, [...]

  2. So Non Fiction Facebook Exchange ads enter News Feed; limited to desktop and select DSPs … – Inside Facebook | So Non Fiction says:

    [...] Comment [...]

  3. Facebook Exchange ads enter News Feed; limited to desktop and select DSPs … – Inside Facebook | All The Latest News Online says:

    [...] Comment [...]

  4. Facebook Exchange ads enter News Feed; limited to desktop and select DSPs … – Inside Facebook | WPtwin subdomain says:

    [...] Comment [...]

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Senior Web Developer

Kaufmann Mercantile
Brooklyn, NY

Director of Web and Online Services

University of California at Irvine
Irvine, CA

Web Producer / Designer

Purch
New York, NY

Marketing Graphic / Web Designer

Collectrium
New York, NY

Web Production Designer (Contrator)

Marvel Entertainment
New York, NY

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us