Facebook Exchange Shutting Down

Farewell, Facebook Exchange: The social network’s real-time ad-bidding platform is being phased out in favor of Facebook Audience Network and other products.

Farewell, Facebook Exchange: The social network’s real-time ad-bidding platform is being phased out in favor of Facebook Audience Network and other products.

Facebook Exchange, or FBX, launched in September 2012, but the social network has been steering clients and ad technology partners to other products, including Facebook Audience Network, and vice president of monetization product marketing Matthew Idema told Marty Swant of SocialTimes parent Adweek that the goal is to wrap up those migrations by Nov. 1.

The Wall Street Journal said the company began alerting partners about the move earlier this week.

Idema said in a statement emailed to SocialTimes:

Mobile is now a necessary component of effective marketing campaigns, and Facebook is helping millions of businesses understand their customers’ purchase path across devices.

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