Facebook kommer inom kort att stänga ned sin Facebook Exchange som gör det möjligt att köpa retargeting desktop-annonser med tredjepartsverktyg som Criteo och AppNexus.
Facebook vill att annonsörer ska ha ett allt större fokus på mobilannonsering och lite glömma bort den där uråldriga PCn. Mobilannonser stod för 82 procent av Facebooks intäkter senaste perioden.
“Mobile is now a necessary component of effective marketing campaigns, and Facebook is helping millions of businesses understand their customers’ purchase path across devices. Dynamic Ads and Custom Audiences have mobile at their core and are delivering excellent results for businesses, so Facebook Exchange spending has shifted towards those solutions. This is about giving people more relevant ads and marketers more effective formats, especially in an increasingly mobile world. Our ads API is open to all developers so they can innovate on our platform and build great ad experiences for brands and their customers,” förklarar Matt Idema från Facebook till Techcrunch.