Marketers Initiate Exodus From Facebook's Programmatic Exchange Ahead Of Shutdown

Against the backdrop of the planned closure of Facebook’s ad exchange FBX, IgnitionOne has released findings of its Q3 2016 Digital Marketing Report that showed a significant contraction in programmatic display spend and across-the-board eCPMs on the Facebook exchange.

While overall U.S. spend on programmatic display saw a 23% year-over-year increase in the third quarter, spend on Facebook was down — 22% over the same period.

In contrast, Google programmatic display spend saw an increase of 32% year-over-year.

Facebook did see a small 3% uptick in programmatic display impressions, but otherwise also tanked in eCPMs, down -24%.

The downticks are a result of FBX’s planned closure on November 1, as marketers shift their budgets.

“Traditional digital channels like search and display have achieved a level of stability that allows marketers to look to the proverbial sky in terms of innovations and new ways to improve results,” stated Will Margiloff CEO of IgnitionOne. “As marketers attempt to push the envelope, it will be exciting to see what innovations work and which ones fall flat.”

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