So... What makes the new facebook ad exchange interesting is that the advertising is driven by a non browsing experience from the user. Users are not search-driven or browsing in the facebook environment.
"Traffic where the user is
looking to do something, or looking to find something, or read about
something. Facebook is a communication utility". So when the user stops using Facebook and ventures to the ad they more than likely BUY that item.
The exchange sofware technology called real-time bidding allows advertisers to use previous user cookie attributes from previous e-commerce websites to follow the user right through their browsing experience, even when the person is static on Facebook. Mattx
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