Reuters: Technology News: Facebook expands ad targeting system to its newsfeed

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Facebook expands ad targeting system to its newsfeed Mar 26th 2013, 22:01 Tweet Share this Email Print Related News Yahoo acquires mobile news start-up Summly 1:35pm EDT U.S. approves Nasdaq payback plan for Facebook IPO, UBS unhappy Mon, Mar 25 2013 FTC eyes mobile, social media with latest online ad rules Tue, Mar 12 2013 Insight: On Facebook, app makers face a treacherous path Mon, Mar 11 2013 Facebook puts focus on photos in new look; may boost ads Thu, Mar 7 2013 Analysis & Opinion Prying open drone secrets The many flavors of native content Related Topics Tech » Media » Facebook » The Facebook logo is pictured in the Facebook headquarters in Menlo Park, California January 29, 2013. Credit: Reuters/Robert Galbraith By Alexei Oreskovic SAN FRANCISCO | Tue Mar 26, 2013 6:01pm EDT SAN FRANCISCO (Reuters) - Facebook Inc (FB.O) is expanding the advertising system that lets marketers tailor messages to users of the No. 1 social network based on their browsing history, in the company's latest step 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. The move announced on Tuesday will incorporate this system, called Facebook Exchange, to 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, which accounts for roughly 84 percent of the company's revenue. Marketers last year welcomed the launch of Facebook Exchange as it provided a common online advertising technique long missing on the social network. Ads that appear directly within the Facebook News Feed are considered crucial to its future business prospects since they can be seen on mobile devices such as smartphones. About two-thirds of Facebook users accessed the site on a mobile device in December. Facebook said the Facebook Exchange system will initially be available for newsfeed ads that appear on desktop PCs but not on mobile devices. "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," said Facebook spokeswoman Elisabeth Diana. The company is testing the new service with a limited set of partners, with plans for broader availability in the coming weeks. Shares of Facebook closed 7 cents higher at $25.21 on Nasdaq. (Reporting by Alexei Oreskovic; Editing by Richard Chang) Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (0) Be the first to comment on reuters.com. Add yours using the box above.

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