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Facebook Rolls Out Real-Time Ad Platform (The Financial Times)
Some of the world’s largest advertising companies have signed up to Facebook’s new real-time advertising platform, in a move that the social network hopes will bolster its revenue streams. On Thursday, Facebook officially launched the platform, called Facebook Ad Exchange, or FBX, following months of testing. GigaOM Through the new exchange, Facebook and its partners use cookies to track user Web-browsing behavior and then serve up related ads on Facebook. For example, if you go to a travel site to search for a flight but then don’t complete the booking, the Facebook Exchange makes it possible for the travel site to bid in real-time for the opportunity to show you a relevant ad when you return to Facebook. Mashable Company partners report that the social network’s Exchange ad-buying program has resulted in up to a 20-fold increase. One such partner, TellApart, reported a 10 to 20-fold increase in ROI for clients, including eBags, which saw a 15-fold return on its ad spend. AdAge One big player you won’t hear talking, though, is Google, whose Invite Media still hasn’t received an invitation. No one was permanently expelled from the Facebook exchange, but some believe Google’s access to the platform was delayed for breaking Facebook’s silence rules. Business Insider FBX leaves out the most important ad products Facebook is working on — its social and mobile ads. It simply brings that common Web-advertising technique known as retargeting to Facebook ads, while leaving out most of the things that make Facebook special. continued…

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