Speaking at the OMMA RTB conference Thursday, panelists were asked to describe the future of Facebook Exchange.
Christine Bensen,national lead, Digital Media at iCrossing, wants Facebook to help marketers solve the issued around mobile ad units, such as "accidental butt clicks" on smartphones or something someone is really trying to buy."
Chris Eberle,VP of global accounts at AppNexus, hopes FBX will convergence multiple screens to include mobile in programmatic, RTB, buying.
Jeff Hinz,managing partner and U.S. digital director at GroupM, Mediacom, hopes more consumers continue to download Facebook's mobile app more than Google Maps. It's a niche Facebook could develop "to one-up the industry," but they need to better understand the real estate.
George Thomas, VP of product development at Pointroll, hopes Facebook figures out ways publishers can tap into information to other sites that don't have the demographic data. Most sites rely on cookies for information like demographic data. Many members using Facebook keep logged in, so capturing that data would provide a niche.