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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 Commits $130 mn to Build Global Oversight Board for Ensuring Accountability

Facebook intends to continue funding the board's operations in the future, and these reports will be used to assess the need for additional, substantive and long-term funding

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Facebook
Facebook said it has established the independent Oversight Board Trust to ensure the board can safeguard its ability to make independent decisions and recommendations. Pixabay

Facebook has made an initial commitment of $130 million to build a global oversight board that will ensure good governance and accountability across its services and platforms.

The initial funding will cover operational costs such as office space, staff and travel expenses and should allow the board to operate for at least its first two full terms, approximately six years, Brent Harris, Director of Governance and Global Affairs at Facebook, said in a statement.

The board will submit a yearly budget to the trust for approval and disbursement of funds.

Annual reports from the board and trust will help to document the health and effectiveness of the board, including its stewardship of these resources.

Facebook intends to continue funding the board’s operations in the future, and these reports will be used to assess the need for additional, substantive and long-term funding.

Last November, Mark Zuckerberg wrote about his vision for what content governance should look like for Facebook.

Facebook said it has established the independent Oversight Board Trust to ensure the board can safeguard its ability to make independent decisions and recommendations.

Facebook
Facebook has made an initial commitment of $130 million to build a global oversight board that will ensure good governance and accountability across its services and platforms. Pixabay

“The board will have its own staff, independent from Facebook. To start, we expect this staff to include a director, case managers and dedicated staff members (or contracted services) who can support things such as the board’s communications, legal, human resources and research needs,” said Harris.

ALSO READ: Google Maps Captures Over 10 mn Miles of Street View Imagery

In addition, said Facebook, it will continue to work with outside experts to source and review candidates for board membership, including those who’ve been recommended through the public portal, which we opened in September.

“We are eager to see the Oversight Board take shape and start hearing cases next year,” said Facebook. (IANS)