Dive Brief:

• At Adexchanger’s Industry Preview conference, Facebook's VP of advertising revealed that the social network's real-time platform FBX will not be a focus moving forward. 
• FBX will not be going away, it will be still be included in Facebook's ad stack "Marketing Partner Specialties" launching in Feb—but there will be no additional mobile features added. 
• Custom Audiences, which is a mobile friendly and cheaper alternative to FBX, is likely to be the focus of Facebook as it concentrates its efforts on mobile. 

Dive Insight:

Programmatic isn't going away as a service, but for Facebook it makes sense to focus on mobile, where it has been proved to see the most activity. The downplay of FBX—just three years after its celebrated debut in 2012—goes to show how quickly things can change in the digital world.