Facebook FBX Retargeting Ads Worth 3x More by Chris Trayhorn, Publisher of mThink Blue Book, September 27, 2012 As Facebook’s new FBX exchange kicks into gear the networks brokering the inventory are reporting that the market rate for the retargeted ads are significantly higher than Facebook’s traditional display rates. That isn’t a surprise – retargeted ads convert much better than even highly demo-targeted ads – but what’s interesting is the idea that eventually retargeting may account for most of Facebook’s inventory. Business Insider has more: Because they are clicked on so much—and because those clicks so often lead to sales, re-targeted ads are valuable, and publishers are able to charge advertisers steeper rates for them. That’s good news for Facebook. How good? Zach Coelius, CEO of Triggit, one of the ad-reselling companies Facebook has invited onto FBX, says that return on investment for advertisers buying through FBX is so good, that if all of Facebook’s ad inventory were sold with re-targeting, instead of user data targeting, Facebook would be able to charge 3X the price it charges for ads right now. Filed under: Marketing 2.0, Social Media Tagged under: Advertising, Industry Trends, Marketing, Social Media About the Author Chris Trayhorn, Publisher of mThink Blue Book Chris Trayhorn is the Chairman of the Performance Marketing Industry Blue Ribbon Panel and the CEO of mThink.com, a leading online and content marketing agency. He has founded four successful marketing companies in London and San Francisco in the last 15 years, and is currently the founder and publisher of Revenue+Performance magazine, the magazine of the performance marketing industry since 2002.