Facebook Outperforming Google in Ad Revenue From Browsing

Facebook is doing a better job than Google 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. Attracting more advertisers is critical for Facebook, which has seen its stock drop 45 percent since selling shares to the public in May. That’s partly because of concerns over the world’s largest social network’s ability to generate sales from users who are increasingly active on smartphones and tablets.