Facebook is doubling down on its real-time bidding exchange and bringing third-party ads into users’ news feeds for the first time. With news feeds being the dominant activity on mobile, the move also presumably gets the company one step closer to delivering more ads on its mobile platforms.
The expansion into users’ news feeds, the most prized space in all of Facebook, indicates the company is enthusiastic about the early results of Facebook Exchange less than a year after it launched with ads appearing on the right-hand side of the site. As of last month, FBX had accumulated one billion impressions served according to Adobe.
As the exchange and data-driven ad offerings grew rapidly in the first few months, Facebook was eventually compelled to address privacy concerns after its partnership with data matching firm DataLogix was revealed in the fall. But now that users will see ads targeted to them based on the sites they visit outside of Facebook more upfront and personal in their news feed, fresh criticism will undoubtedly emerge.
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