The big deal about Facebook’s ad exchange is that it allows ads to be targeted to you while you’re on Facebook using data that indicates other websites you’ve visited.
As a concept, retargeting is very exciting. Essentially it ensures that you are targeting an audience which is already familiar with your brand and products, and therefore you don’t need to reinvent the wheel in your ads.
If done the right way, it’s bound to bring in more sales. So in that sense being able to do that on Facebook is great.
Simply put, it’s like a follow up call after you get a sales lead, so the ads should be designed in a way which makes them clearly identifiable with your brand.
Here’s another important article on the topic http://www.imediaconnection.com/content/30093.asp
Do check it out and share.
See on www.forbes.com
Marketology 
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