One senior executive at a former FBX-certified company said his firm gladly exited the RTB platform after seeing the mandatory minimum spend required to stay. This person said FBX has been vulnerable to intermediaries looking to game attribution systems.
"FBX favors carpet-bombing with retargeting cookies. There are players out there that made hay with that for a while," said the executive. "It's a game that's going to play out for a little while, and then it's going to go away."
While Facebook might do away with FBX if it develops a powerful enough retargeting solution on its own, clearly that day has not yet arrived. One ad tech CEO, speaking on background, said it could take years of development to get to that stage. And given that the platform is still a very large revenue contributor for Facebook – delivering an estimated $500 million in 2014, according to a source – it could be a costly mistake to force migration to a less robust Facebook solution.
For other partners that have left FBX, migrating from FBX to Facebook's mobile-friendly RTB access only makes sense. (FBX is desktop-only.)
A prime example is Rocket Fuel, whose CMO Eric Porres told AdExchanger, "Rocket Fuel is migrating from FBX to the API because it is more aligned with giving our customers access to a wider range of ad units and specifically, access to the 1.19 billion people who access Facebook via mobile devices monthly. We believe the Facebook API solution is where the broadest inventory (mobile, video) and most robust first-party data sources are available, not FBX."
Rocket Fuel says it is in the process of developing its integration with Facebook's API and that once that process has been completed and verified, it expects to be listed as an "Ad Tech" marketing partner.
Here is a partial list of third parties that are no longer publicly certified on FBX: Adobe, Advertising.com, Brand Networks, Chango, DataXu, Dstillery, IgnitionOne, myThings, Netmining, Perfect Audience (Marin subsidiary), Quantcast, Rocket Fuel, Struq, and [x+1].
Update: MyThings and Struq tell AdExchanger they still have access to FBX to run dynamic creatives both on the right rail and in the news feed. We have reached out to Facebook for clarification.