What ad exchange? Facebook hints FBX might go away

When Facebook launched its ad exchange, called FBX, back in 2012, it was heralded as a momentous moment in the shift to programmatic buying of ad impressions. Less than two  years later, thanks to the huge shift to mobile, Facebook is singing a different tune about FBX.

Now, the company is downplaying FBX’s importance, to the degree that experienced industry figures are saying FBX is “dead.”  Yesterday, during Adexchanger’s Industry Preview conference, David Fischer, Facebook’s vp of advertising, said FBX will not be a focal point for the company going forward.