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Facebook Outperforming Google in Ads From Browsing, Partners Say

Facebook Inc. is doing a better job than Google Inc. in getting Web surfers to click on advertising based on browsing history, according to partners using the social network’s ad service that debuted in June.

Facebook Exchange, or FBX, generates as much as four times the return on ad dollars than other real-time bidding systems, said Triggit Inc., which makes software tools to help Facebook deliver the ads. Another partner, AdRoll, said advertisers used to getting $10 for every $1 they spend are making $16 for every dollar spent on FBX.