Facebook Exchange (FBX) allows marketers to reach more users of the
social network through real-time bidding, cookie-based ads, and search
retargeting. What this means for marketers is that they can now use
search retargeting by working with an FBX Partner that will identify the
target audience based on users’ recent searches; search retargeting
allows keywords to be purchased at a much lower rate than on Adwords.
It sounds like it has potential, but does it work? According to
Triggit, it does. Recently, some interesting data has come from a study
conducted by Triggit suggesting that FBX “drove 36% more conversions
than retargeting anywhere else.” So what does this mean for marketers?
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