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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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  • 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

Next Story

Facebook Joins GAME to Train Entrepreneurs in India

With its ongoing programmes, Facebook has already trained over one million people across 150 cities and 48,000 villages with support from 50 partners

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Facebook, data,photos
A television photographer shoots the sign outside of Facebook headquarters in Menlo Park, Calif. VOA

Facebook and the Global Alliance for Mass Entrepreneurship (GAME) — a consortium of public and private organisations — on Tuesday announced a partnership to train entrepreneurs and create jobs across India.

Phase one of this partnership, to be rolled out this year, will cover 10 states including Karnataka, Andhra Pradesh, Telangana, Jammu and Kashmir and Maharashtra, among others.

The partnership is in line with Facebook’s commitment to train five million people with digital and entrepreneurial skills by 2021, the social networking platform said in a statement.

Women currently constitute 23 per cent of Internet users and six per cent of mass entrepreneurs in India.

“When you give women and youth the skills and technology to improve their lives, we can equip them to unlock economic and social value for themselves and their communities,” said Ankhi Das, Public Policy Director, Facebook – India, South and Central Asia.

Facebook, Data
A photo shows the Facebook app icon on an iPhone in New York, Feb. 19, 2014. VOA

GAME and its partners will assist small entrepreneurs build their businesses using digital platforms like Facebook and Instagram to aggregate demand, market products and acquire customers.

“Imagine the power of a platform that can bring together communities of artisan clusters, agri-entrepreneurs or homepreneurs in the thousands to learn, collaborate and succeed,” added Ravi Venkatesan, Founder, GAME.

Also Read- Nykaa, Adobe Partner Aiming to Make Customer Experience Management Better: Report

GAME and Facebook will kick-off their engagement with a project empowering local communities of rural entrepreneurs — using digital and physical modes, a landscape review and identification of solutions for women entrepreneurs and a grand prize challenge for innovative models that spur new business creation.

With its ongoing programmes, Facebook has already trained over one million people across 150 cities and 48,000 villages with support from 50 partners. (IANS)