Facebook to shut down its desktop ad exchange 'FBX'

New Delhi: Facebook is doing away with FBX, its ad exchange that allows advertisers to buy retargeted desktop ads using third-party tools.

The development is part of Facebook's shift to mobile, which accounts for 82 percent of its ad revenue, as per the most recent earning report.

“Mobile is now a necessary component of effective marketing campaigns, and Facebook is helping millions of businesses understand their customers’ purchase path across devices,” Matt Idema, Vice President of Monetization Product Marketing for Facebook, was quoted as saying. “Dynamic Ads and Custom Audiences have mobile at their core and are delivering excellent results for businesses, so Facebook Exchange spending has shifted towards those solutions.”

Facebook's FBX was launched back in 2012 as a retargeting tool for desktop, but over the years, consumer use of the social network has shifted to mobile devices.