Facebook Exchange could pull in a wealth of new advertising dollars by letting businesses retarget ads at Facebook users who’ve visited their websites. Now I’ve learned and confirmed that the first Exchange ads are running, and Facebook has nearly doubled the companies with access to the program. Plus one source close to Exchange tells me “initial results are good, they’re going very, very well.”

Announced 10 weeks ago, Exchange brings the first cookie-based retargeted ads to Facebook — a format common around the web but that Facebook must handle delicately because of privacy. The expansion and comments from Sheryl Sandberg show Facebook has high hopes that Exchange will bolster its bottom line.

Why Exchange Is Critical To Facebook

Here’s a quick primer on FBX. A Facebook user visits a third-party website, such as a travel site where they view prices for a hotel in Hawaii. That website drops a…

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