Media reports claim that the advertisements follow the users as they browse the Internet and remember their habits for very long time. In the meantime, the Facebook Exchange (FBX) ad-bidding network is still in a testing mode. Of course, advertisers love this way of promotion, because it delivers the souls of an outstanding amount of users with a strong propensity to click on adverts. In addition, it helps follow the Facebook members for longer periods of time than is normally possible under competing systems. In other words, it can easily give the search giant a run for its money.
The system in question is already helping to improve Facebook’s financial situation, even though it hasn’t been saying much about it. However, there are a few things that could go wrong for the network yet. First of all, the system might anger privacy rights groups, especially in the European Union. Secondly, it is mostly PC-based, while that particular market seems to be slowly dying off. At the same time, on the money making mobile gadgets, it is much harder to follow and retarget users who routinely switch from browser to applications and back again, as well as from one gadget to another.