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Atherton told Forbes that FBX is a new environment in which advertisers can work, but also an important one.
FORBES: Facebook Exchange, Two Birds With One Stone: Challenge Google, Drive Revenues
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For direct marketers, tools including Offers, Custom Audiences and FBX are fueling growth.
FORBES: By The Numbers: Everything You Want To Know About How Facebook Ads Fared In Q4
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Another company that worked through AppNexus on FBX, Accordant Media, found the platform to be cheaper and thus more efficient.
FORBES: Facebook Exchange, Two Birds With One Stone: Challenge Google, Drive Revenues
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In terms of cost per clicks and cost per actions, FBX was 53% and 85% lower than other comparable environments respectively.
FORBES: Facebook Exchange, Two Birds With One Stone: Challenge Google, Drive Revenues
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The big difference is that FBX lets you buy impression by impression.
FORBES: The Secret to Acquiring Profitable Customers on Facebook
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And despite only becoming available to all marketers in September, by December, FBX served nearly one billion impressions daily and supported over 1, 300 advertisers each day.
FORBES: By The Numbers: Everything You Want To Know About How Facebook Ads Fared In Q4
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However, FBX currently only works for sidebar (small format) ads.
FORBES: The Secret to Acquiring Profitable Customers on Facebook
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Looking on impressions to actions (which could range from a click to signing up to an email to pricing a car after seeing an ad), Bizo found that FBX is 1.3 to 4.3 times more efficient than other comparable ad environments.
FORBES: Facebook Exchange, Two Birds With One Stone: Challenge Google, Drive Revenues
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Bizo, which worked with AppNexus, also found that in terms of clicks to actions, FBX is 2.6 to 8.9 times more efficient, meaning that after people clicked on the ad, they were that much more likely to actually act as the advertiser wanted them to.
FORBES: Facebook Exchange, Two Birds With One Stone: Challenge Google, Drive Revenues