Facebook Exchange Performance: Good, Not Yet Peerless

A pair of studies have emerged looking at the performance of Facebook Exchange (FBX), a real-time bidding (RTB) marketplace for Facebook inventory, offering Facebook’s tremendous reach (it ranked as the 4th largest web property by unique visitors in December 2012, per comScore) to programmatic buyers. The first study, from Adobe, looks at preliminary results from its advertising customers using FBX, while the second, from AdRoll, measures FBX against standard web retargeting for a set of advertisers using both. (more…)