Facebook roundup: search, mobile ads, FBX, Netflix and more

Facebook is 2012’s top search term – For the fourth year in a row, Facebook was the top-searched term overall in the U.S., according to Experian. Facebook accounted for 4.13 percent of all searches, a 33 percent increase from 2011. Other variations of the term “facebook” were among the top terms. Second on the list was YouTube. Facebook was the top-visited site for the third year in a row, accounting for 79.1 billion U.S. visits. Google was No. 2.

Facebook mobile ad performance suggests greater growth for industry – In large part because of Facebook’s surprising mobile ad growth, eMarketer updated its overall projections for the mobile ad industry to $4 billion this year instead of the $2.61 billion it originally estimated. eMarketer projects Facebook’s U.S. mobile ad revenues will reach $339 million this year and more than $1.2 billion in 2014. eMarketer bases its figures on a meta-analysis of data from research firms, investment banks and other sources on ad revenues, ad impressions, ad pricing and other factors.

Germany wants Facebook to allow pseudonyms – Germany’s data commissioner this week ordered Facebook to remove its real name policy in light of German laws that give users the right to use pseudonyms online. The data commissioner’s office said in a statement on its site, “The permission to use pseudonyms on Facebook is reasonable. The real name obligation does neither prevent abuse of the service for insults or provocations nor does it help prevent identity theft.” Facebook responded, saying it will fight the order “vigorously.”

Chango gets FBX access – Programmatic ad buying company Chango this week announced it has gained access to the Facebook Exchange. The company is among a limited group of DSPs that have access to FBX inventory. Chango says it is the first FBX partner to offer retargeting based on search profiles.

Video privacy law change passes Senate – The U.S. Senate this week passed an amendment to the 1988 Video Privacy Protection Act that could enable Netflix and other services to allow users to give one-time consent to share their viewing activity on sites like Facebook. The new legislation, which is backed by Netflix, now goes to the president to be signed into law. After the new law is approved, U.S. users will be able to use Netflix’s Open Graph sharing application, which has so far only been available for users in other countries.