Facebook outperforms Google in advertisement 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, 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% since its IPO in May.

That’s partly because of concerns over the world’s largest social network’s ability to generate sales from users who are active on smartphones and tablets. “As more advertisers start to see the results we’ve been seeing, they will be willing to spend more money on Facebook,” Zach Coelius, CEO of San Francisco-based Triggit said.