Retargeting data cannot yet be combined with Facebook’s demographic and psychographic targeting options — nor can it be used for social ads like Sponsored Stories or page post ads in News Feed — but FBX shows promise as the start of remarketing and intent-based advertising on the social network. Early partners are reporting lower costs per acquisition than on other exchanges and all have expressed continued interest in FBX.
FBX came out of beta in September, but for now, advertisers have to work with a third party to run these type of ads. They are not available from Facebook’s self-serve or Power Editor tools. However, there are more than a dozen companies that offer software or managed services for FBX campaigns. Here we’ve provided a rundown of 15 of them.