With the mobile migration, Idema noted that FBX has seen “reduced investment from clients.”
Idema emphasized that retargeting – both on mobile and desktop – can be accomplished through the Dynamic Ads product or through Facebook’s CRM matching program, Custom Audiences, which are available through Facebook’s ad management interfaces.
Despite insisting it had no plans to end FBX, Facebook downsized the program in February 2015, when it dropped more than half of its partners – a move many industry insiders interpreted as Facebook’s attempt to gradually move buyers onto its own technology – namely retargeting via Facebook’s built-in ad platform or via Facebook APIs.
But Facebook denies that it’s raising the walls of its garden.
“I would go back to the API being open,” Idema said. “The ad buying API is an open API, so partners and clients can use it directly to buy from the Facebook ad suite.”