Facebook has announced the expansion of the advertising system enabling marketers to tailor messages to users of the popular social network based on their browsing history.
According to coverage Tuesday morning from Reuters, the latest effort comes as Facebook continues to “refine its ad business.”
So far, the system has been used to target graphical display ads on the right side of a Facebook user’s page, based on websites visited in the past, such as for products or potential vacation destinations.
Based on details provided in Tuesday’s announcement, Mark Zuckerberg’s social network of more than one billion members will integrate Facebook Exchange into the ads in Facebook’s News Feed.
“It ties together two of the most significant innovations that Facebook Inc has made in the past year to its advertising business,” today’s report reads, “which accounts for roughly 84 percent of the company’s revenue.”
The expansion, however, doesn’t include mobile for now. At first, the Facebook Exchange system will only be available for newsfeed ads that appear on desktop PCs.
“Desktop is more in line with what FBX (Facebook Exchange) has been doing effectively in the right hand side. And we also find that desktop is the place where more people convert from seeing direct-response ads,” says Facebook spokeswoman Elisabeth Diana.