Facebook has raised the velvet rope to let more of its real-time bidding partners into the News Feed, and by many accounts the response rates are stunning. But some technical and ad quality issues still need to be ironed out.
Beta partner TellApart says click-through rates for Facebook Exchange ads in the News Feed are as much as 80 times higher than right-rail ads. Said another way, an advertiser could buy News Feed ad space at 1/80th the volume of Facebook's "Standard" right-rail ads and still get the same total click volume in the two venues.
But a total integration of FBX with the News Feed will take time, and advertisers have much to learn about designing retargeting ads that speak to the content mindset of Facebook users.
The first (and most easily solved) issue revolves around robust dynamic creative personalization, which is not yet possible in the News Feed.
Today, Facebook's Standard (i.e. right-rail) ads support third-party creative decisioning and let advertisers swap out a number of creative variables. Those variables include Title, Body, Link, Image and View Tags. All of these can be decisioned when an advertiser bids, and then rendered when the winning impression is served.