The hottest rumor in social media today is that Twitter is gearing up to establish an exchange comparable to FBX that would effectively enable brands to “retarget” people who visit their sites with ads on Twitter.
Twitter hasn’t officially confirmed such plans, but sources close to the microblogging behemoth say the plan is moving forward.
“Facebook waited until after its public offering to go after the digital ad dollars tied up in display retargeting with last summer’s launch of Facebook Exchange (FBX),” AdAge reported Thursday. “Twitter, reportedly planning an IPO for early next year, looks to follow suit — but perhaps in a different order.”
As of today’s speculative chatter, it remains to be seen if Twitter is still in the early phases of constructing this exchange or if a launch is imminent. Either way, it shouldn’t be long before we get a good look at what Twitter is planning. Facebook, after all, created and launched FBX in a matter of weeks.
“With an exchange,” AdAge asserts, “Twitter would benefit from advertiser’s growing adoption of display retargeting and, more broadly, the practice of buying online advertising through exchanges via automated real-time auctions.”