Facebook Partners Say Exchange Increased Ad ROI By Up to 20X

Some encouraging news for Facebook's advertising prospects: Company partners report that the company's Exchange ad-buying program has resulted in up to a 20-fold increase.

Exchange is one of Facebook's latest attempts to make its advertising more effective. The company introduced the real-time bidding service in June, which let advertisers employ ads that were informed by users' browsing history. For example, if you searched for a flight to Rio, Facebook would produce an ad showing sales on such flights the next time you visited the site. Facebook had eight partners for the program, all of whom were told to kept mum about Exchange, but on Thursday the company allowed them to break th…
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