Since its launch in 2012, Facebook Exchange has seen phenomenal success in delivering ROI to clients and the birth of several ad technology companies that help leverage the power of real time bidding to drive the very best out of FBX. RevX has been working with clients to scale remarketing on FBX through innovations in dynamic creative technology and advanced optimization algorithms since early 2013.
While FBX is a powerful channel on its own, there is more to remarketing on Facebook. For one, FBX does not allow for cross-device targeting i.e. being able to target customers who have dropped off the website on one device and showing relevant ads when they are logged into Facebook from their other devices. This is largely a limitation of cookie based user identification used by FBX ad partners to identify and bid on users in real-time.