Facebook focuses on ad platform development

Since going public, Facebook has introduced many new products in an effort to develop its nascent advertising platform.

Facebook focuses on ad platform development

Todd Steinman

Background

Since going public, Facebook has introduced many new products in an effort to develop its nascent advertising platform. These updates include: real-time bidding (Facebook Exchange); unbundling Facebook ad products – including an a la cart newsfeed offering; the ability to purchase Sponsored Stories in desktop and mobile Newsfeed, and tracking performance by channel; increased targeting options to fans and Friends of Fans (FOFs) and launching Self-Serve Premium ads.

Details & Implications

  • Value of 'à la carte':Instead of one-size-fits-all, now almost every slice of Facebook's media inventory...

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