Now more than a year old, the Facebook Exchange (FBX) is no longer the new kid on the block. Rather, FBX is now an integral part of the retargeting ecosystem. The latest evidence for FBX’s importance comes from the Chango-Digiday Retargeting Barometer, Q4 2013, which asked nearly 300 media buyers located in the US, Canada, and the UK how retargeting fits into their marketing efforts.

When asked specifically about the types of retargeting tactics they use, more than half (56%) checked the FBX box. That number was up from 41% only six short months ago – and that number itself was startling, considering that FBX was still so new at the time.

There are, no doubt, a number of different factors behind the rapid rise of FBX. But at least part of the explanation can be found simply by looking at the retargeting survey as a whole. While FBX might be seeing some of the most dramatic growth, retargeting, as in industry, is still growing rapidly. FBX, then, is benefiting, in part, by being connected to a very famous player (Facebook) in a very hot industry.

BarometerJust how hot is retargeting? In a similar survey published two years ago, almost half of respondents revealed that they had to form a new budget to fund their retargeting campaigns. In the new Barometer, that number had shrunk all the way down to 8%. Meanwhile, one in five marketers now has a dedicated budget for retargeting.

Of course, at the end of the day, if you want to know what marketers really think of a given tactic, you have to look at what they’re actually spending. The survey addressed this question as well. A full 50% of respondents intend to spend even more on retargeting over the next six months. And there’s no doubt that much of that money will continue to flow through FBX. No wonder Facebook’s stock price has recovered so nicely.

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Ben Plomion
- Ben Plomion is VP of Marketing & Partnerships at Chango, where he heads up marketing and is also responsible for expanding the company’s data and media partnerships. Prior to joining Chango, Ben worked with GE Capital for four years to establish and lead the digital media practice. Before GE, Ben held a variety of Marketing & Business Development roles in the e-payments industry, while working at Gemalto in London. He writes frequently for Digiday, and Search Engine Watch.