While it largely flew under the radar, Facebook's introduction last week of its pending Facebook Exchange service is a very positive development for shareholders in desperate need of some good news. Over time, the move should lead to better-performing advertisements with higher click-through rates given the amped-up ad targeting technology it includes. While better ad performance would be a small victory, Brenton explains how Facebook Exchange brings the company one step closer to rolling out its own third-party ad network, a key catalyst for future revenue growth.
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Brenton Flynn has no positions in the stocks mentioned above. The Motley Fool owns shares of Facebook and Google. Motley Fool newsletter services recommend Google and Yahoo!. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.