Online ad net Traffic Marketplace, based in Los Angeles, has made its second acquisition in the last six months: it has bought fbExchange, an ad network focusing on Facebook and social media apps, reports Gigaom. No financial details were released. The exchange was started in 2007 by serial entrepreneurs Narendra Rocherolle, Julie Davidson and Nick Wilder, also founder of online photo site Webshots and calendering app 30Boxes. TMP will use the acquisition to expand its own online ad network into social media.
As Facebook has become more active in monetizing on its own, companies like Lookery and others that had social media ad networks have now been refocusing on data and other services. fBExchange makes more sense as part of a bigger network as that continues to happen.