AdRoll Warns Against Betting Too Heavily On Facebook?s Ad Exchange

Retargeting company AdRoll has released some data today intended to suggest that advertisers shouldn't rush too quickly to embrace Facebook Exchange (the ad retargeting service that the social network launched last year) ? at least not at the expense of other forms of retargeting. That's probably what you'd expect to hear from a company with a profitable business in web retargeting (where ads are targeted based on your previous online behavior). However, AdRoll was also an early Facebook Exchange partner, and it says that it has run Exchange campaigns for more than 700 advertisers. (Facebook said last month that there are more than 1,300 total advertisers on Exchange.) So the data it's releasing today is based on 468 campaigns from the past six months that ran simultaneously on Facebook and the web.

Source: http://feedproxy.google.com/~r/Techcrunch/~3/Lz8auvpMdSQ/

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