Facebook Looks Like It Will Soon Close FBX, Social Media's First Ad Exchange
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Facebook seems ready to kill off FBX, the ad exchange it launched back in 2012. In recent months it has become less and less of a priority for the company, and now it seems the market's shift to mobile is hammering the final nail in FBX's coffin.
David Fischer, Facebook's vice president of advertising, hinted at FBX's demise at Adexchanger's Industry Preview conference on Thursday, Digiday reports. He said FBX would not be a focal point going forward.
Business Insider has contacted Facebook for a comment on FBX's status.
As Ari Paparo, the CEO of the adtech company Beeswax, tweeted to summarize Fischer's presentation: "David Fischer on FBX: a) it's for desktop retargeting; b) not coming to mobile; c) there are better ways to reach FB audience. Dead."
Other members of the digital ad industry also responded to the news, mentioning that the death knell for FBX had been ringing for some time.
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