Chango also offers standard site retargeting. "In this particular case, we compete with all the existing FBX partners," Sukornyk says.
Chango says its integration can handle billions of daily impression requests, which is necessary since anecdotal reports suggest FBX partners are seeing 7 billion or more daily impression avails in the marketplace – up from zero in July.
The addition of a search retargeting partner to FBX suggests Facebook is still seeking new ways to bring value and money to the exchange. At the same time Facebook is being fastidious in how it approaches the certification process with new FBX partners. Several companies that were previously named PMDs for FBX are not currently listed on the company's Preferred Marketing Developer directory. These companies say they are active nonetheless, and merely awaiting final approval to be added to the directory.