Advertisers on Facebook won’t have to go through demand-side platforms (DSPs) to manage their retargeting campaigns for much longer. According to Search Engine Watch, Facebook is creating new retargeting options that won’t force you to go through FBX (Facebook Ad Exchange) or any other platform other than Facebook’s own interface.
Up until now, Advertisers using FBX have only been able to serve their ads on desktops within the news feed or right sidebar and they must buy their ad space through separate DSPs. Considering how many Facebook users are accessing the social media platform via smartphones or tablets, it is surprising it has taken this long for Facebook to allow advertisers to target individuals on mobile devices.
The big new feature will be Custom Audiences, which will allow advertisers to set up their retargeting campaigns directly through Facebook’s interface. That will include the ability to overlay standard Facebook targeting options as well.
The ability to target mobile devices is of course another huge aspect of this update, as it is undeniable a remarkable percentage of Facebook users are primarily using mobile devices for social media.
What is FBX Still Better At?
FBX still has benefits over the options that will be available through the Facebook interface. Most important of those benefits is predictive buying. If an individual continuously browses for a certain product of type of service, FBX’s predictive buying capabilities allow advertisers to show an ad reflecting that interest.