Facebook has launched a platform for purchasing and delivering ads, using a cookie-based solution to enable advertisers to retarget Facebook members according to their browsing history outside the social site.

Through the new Facebook Exchange (FBX), advertisers can retarget members with relevant messages such as product offers based on the sites they have previously visited. Advertisers bid in real-time for these ad spots, and data released by the firm shows that these ads receive higher click-through rates and have higher post-click conversion rates than retargeted ads on other exchanges.

Product Marketing Manager Scott Shapiro (pictured) comments: ‘For many advertisers in industries like retail, travel, auto and financial services, FBX is a great way to drive conversions from Facebook based off consumer insight data. Advertisers can extend these same performance-driving techniques they do on other exchanges to Facebook.’

Web site: www.facebook.com .

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