Facebook to use search data for ad retargeting

Menlo Park, Calif.—Facebook Inc. is partnering with ad retargeting and media buying company Chango Inc. to serve up ads based on what Facebook users search for on search engines and other sites.

Chango's real-time ad placement solution will be integrated with Facebook Exchange, launched in September, the company's ad exchange that targets Facebook users based on their browsing history. Chango's partnership with Facebook advances that capability to include users' keyword search history, a better indicator of interests and intent, the companies said.

Chango captures and analyzes about 6 billion search actions in North America every month, Chango said.