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By Ben Hollom
Facebook announced the launch of an alpha test of Facebook Exchange ads in News Feeds in a move to expand advertising opportunities and to allow brands to create better targeted and more effectively tailored ads, the company announced.
Facebook Exchange was introduced last year, with the intention to facilitate the targeting of specific audiences through buying inventory in real time. This is a long anticipated change for advertisers because it offers a common advertising technique previously not available on social media. Now advertising will be given the chance to run Facebook Exchange ads in News Feeds, instead of only having them placed on the right hand side of the page.
The new tool will display Page post link ads in News Feeds, directing users to specific landing pages. Facebook Exchange is directed to brands that are looking to improve their direct response conversions and experts believe that it will be essential for the development of social media advertising. The fact that ads will be run in News Feeds also means that they will be visible on the mobile app.
Presenting the alpha test on its Facebook Studio blog, the company noted that running ads on News Feeds is crucial since this is where users spend the majority of their time when visiting the site. However, Facebook pointed out that the change will not affect the overall number of ads that users will be exposed to in their News Feeds.
March 28, 2013