Facebook is beefing up its custom audiences ad-targeting options, adding multi-product ads, which allow brands to feature three products within a single ad unit, as well as enhancements to custom audiences for websites.
Ad revenue accounted for $2.34 billion of Facebook’s fourth-quarter-2013 revenue total of $2.59 billion, so it’s no surprise that the social network’s advertising results and initiatives were the topic of the lion’s share of discussion during its earnings call Wednesday.
Facebook has been aggressively rolling out new advertising vehicles over the past few months, but it appears as if the site is going to focus on what it’s got going now. In an earnings call Wednesday with investors, Facebook’s top officials said that the company is more set on making sure that the types of ads that are currently in place are the kinds that will be relevant for users and generate engagement. However, as some brands improperly use or overuse News Feed ads, users may be less likely to do much more than keep scrolling.