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Meet the man behind Facebook’s successful ad business

Mehta says that Facebook is now increasingly spending time in incorporating more machine learning into solutions and driving efficiency through technology.

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This change was supposed to make Facebook more meaningful. Pixabay
This change was supposed to make Facebook more meaningful. Pixabay
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  • Vastal Mehta is the brain behind Facebook’s successful advertising campaigns.
  • According to him, Facebook is increasingly improving its machinery for better efficiency.
  • The company is going to ensure that no distributor use its tools in a wrong way.

Facebook owes Indian-origin engineer, Vastal Mehta, a lot for its success in generating billions of dollars in ad revenues every year as he steers the team that works with advertisers to build the technology and infrastructure needed to run more effective campaigns on the platform.

When he started out on this in 2010, Mehta was the lone engineer in the team and now, he serves as Facebook’s Director of Solutions Engineering and leads a team of more than 100 people which is responsible for Facebook’s huge ad revenues.

According to emarketer.com, Facebook earned a whopping $17.37 billion in digital ad revenue in the US in the third quarter of 2017 and is expected to reach $21.57 billion in 2018 and $25.56 billion in 2019.

Mehta said that when he first started working on this seven years ago, it was a very different landscape, both for mobile and for Facebook — which had not introduced advertising into the News Feed at that time.

According to Tech Crunch, at this time the company was trying to shift in a big way towards mobile and advertisers were finding it difficult to adapt to the change.

“For example, travel companies didn’t have teams set up to reach consumers with mobile advertising. We knew that we needed to invest in helping businesses build infrastructure to power their mobile advertising, so I started a team that could help businesses in this sort of bespoke way,” Mehta was quoted as saying.

Mehta realised this and is now working to offer its biggest advertisers some degree of technical support by building the products.

Mehta said, dynamic ads were first inspired by the complaints of an advertiser he was meeting with in Hamburg, Germany and he then worked with the Facebook Ads team to create a prototype eventually leading to a more polished product and broader availability.

Facebook said that, on average, clients working with the solutions engineering team see their return on ad spend improve by 100 per cent.

Mehta says that Facebook is now increasingly spending time in incorporating more machine learning into solutions and driving efficiency through technology.

Facebook is working to improve its technology and efficiency to give a better experience to its users. Pixabay
Facebook is working to improve its technology and efficiency to give a better experience to its users. Pixabay

“This includes building better optimisation tools that help the client without them needing to adjust and turn nobs in the interface. We see this as a huge area of investment across our business over the next year,” he was quoted as saying.

Earlier this month, Facebook COO Sheryl Sandberg said that the social media giant would take a closer look at its advertising policies to ensure that advertisers do not use Facebook tools in a discriminatory way. IANS

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Facebook might lose $23 billion

This planned change sparked fears people will spend less time on the site, leading to its share stock suddenly dropping.

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Facebook shares fell down by 4% after Mark Zuckerberg announced a change in News Feed feature.
Facebook shares fell down by 4% after Mark Zuckerberg announced a change in News Feed feature.
  • Facebook recently was on the verge of losing $23 billion after they decided to make some changes in the News Feed feature.
  • The change was announced in order to make the time spent on the social networking site more meaningful.
  • However, the change leads to a 4% fall in the share of the Facebook.

Facebook was on course to lose 17 billion pounds ($23 billion) of its value after it announced it was making changes to its News Feed feature that will allow users to see more updates from family and friends than posts from businesses, brands and media.

Facebook share fell 4 percent within hours after Facebook CEO Mark Zuckerberg announced the changes to make the social network more meaningful, The Sun reported.

This change was supposed to make Facebook more meaningful. Pixabay
This change was supposed to make Facebook more meaningful. Pixabay

This could also result in lining them up for its worst financial position in more than three months — and Zuckerberg losing $3.3 billion of his own personal net worth.

“One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent. We built Facebook to help people stay connected and bring us closer together with the people that matter to us,” Zuckerberg posted on Facebook late on Thursday.

The CEO said that Facebook has got a feedback from the community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other.

The change will show more posts by family and friends instead of brands and businesses, Pixabay
The change will show more posts by family and friends instead of brands and businesses, Pixabay

“We’re making a major change to how we build Facebook. I’m changing the goal I give our product teams from focusing on helping you find relevant content to help you have more meaningful social interactions,” he said.

“As we roll this out, you will see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people,” Zuckerberg added.

This planned change sparked fears people will spend less time on the site, leading to its share stock suddenly dropping.

Zuckerberg admitted that the new changes might not pay off at first, but believes it is important users have more meaningful social interactions, The Sun said. IANS