Facebook’s FBX partners — the companies who buy ads based on tracking cookies inside Facebook’s ad exchange — are making as much as $150 million a year in revenue , according to Karsten Weide, VP-digital media and entertainment at research firm IDC. Until recently, we’ve had very little visibility into just how big Facebook’s ad exchange is. On Facebook’s Q2 2013 earnings call, COO Sheryl Sandberg said “FBX … is actually a very small part of our business.” Previously, observers had suggested it may be worth $1 billion in revenue annually.
And we recently noted that Rocket Fuel, a Facebook ad partner that recently disclosed its revenue numbers in an IPO filing, was seeing less than $10 million per quarter in revenue from FBX . The $150 million number includes non-Facebook revenue, too. And there are 20 different companies funneling ads into FBX. So it’s still very difficult to […]
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