Facebook launched FBX in 2012. Ad tech companies such as Criteo, DataXu, MediaMath and AppNexus have been buying ads on behalf of marketers through the ad exchange over the past few years. Third party vendors can still purchase ads on Facebook through the company’s “application programming interface.”

“Mobile is now a necessary component of effective marketing campaigns, and Facebook is helping millions of businesses understand their customers’ purchase path across devices,” said Matt Idema, vice president of monetization product marketing at Facebook . “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,” he added.

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