Facebook Is Shutting Down Its Desktop-Based Ad Retargeting Exchange

Facebook is shutting down Facebook Exchange and moving advertisers to newer products in a coordinated effort to focus more heavily on the social network’s mobile-first advertising products.

Per Facebook’s vp of monetization Matt Idema, consumer usage has primarily moved to mobile. He said Facebook Exchange is primarily a desktop retargeting tool, adding that newer product such as Dynamic Ads for Carousel, video campaigns and custom audiences have mobile retargeting features not supported by Exchange.

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