People-based marketing: Prepare to hear that term a lot more as Facebook develops ad-targeting and measurement platforms like Atlas, LiveRail and the Facebook Audience Network. Facebook has shifted its focus from providing advertising at scale to providing an ad solution where companies can target the right consumers.
Facebook revealed during its third-quarter earnings call Tuesday that $2.96 billion of its $3.2 billion in revenue for the three-month period came from advertising, so it’s no surprise that the bulk of the call was devoted to advertising, as well. Chief operating officer Sheryl Sandberg had much to say on the topic, and all her comments are included in this post.
Facebook took a major step toward achieving its goals of making sure its users see advertising that is relevant to them — no matter which devices they are using, and even when they are not on the social network itself — and of allowing advertisers to be a part of the process both online and offline. The social network Monday officially introduced Atlas at Advertising Week 2014 in New York, confirming reports earlier this month by The Wall Street Journal and Ad Age.
Facebook’s latest acquisition is aimed at bolstering the quality of its video ads and premium video ads, as the social network announced that it has brought video-ad-technology company LiveRail into the fold.