Retargeted ads from sites such as Zappos, Zipcar and Bonobos will now appear in Facebook users' news feeds, thanks to a move by Facebook to incorporate ads from its FBX ad exchange into the feeds. The shift could help lead to increased FBX pricing, which has hitherto been 82% lower than for conventional Web retargeting. "More demand will always make the auction more competitive," says Facebook product-marketing chief Brian Boland.

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