Tuesday September 25, 2018
Home Business Meet the man ...

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.

0
//
74
Pixabay
Republish
Reprint
  • 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

Click here for reuse options!
Copyright 2017 NewsGram

Next Story

Facebook Names Hotstar CEO Ajit Mohan as its New India Head

He is a graduate of the School of Advanced International Studies (SAIS) at Johns Hopkins University and the Wharton School at the University of Pennsylvania

0
Facebook
Hotstar CEO Ajit Mohan is new Facebook India head. Pixabay

In a bid to consolidate its presence in India amid calls to curb fake news and other sinister campaigns on social media platforms, Facebook on Monday announced to appoint Ajit Mohan, CEO of popular video streaming platform Hotstar, as Managing Director and Vice-President, Facebook India.

Set to begin his Facebook innings early next year, Mohan will be responsible for driving Facebook’s overall strategy and continued investment in India where it has over 270 million users — reporting directly to the Menlo Park (California)-based headquarter and not to the Asia Pacific team.

“Ajit’s depth of experience will help us to continue to have a positive impact in India across communities, organisations, businesses and with policy makers,” David Fischer, Vice-President of Business and Marketing Partnerships, Facebook Inc, said in a statement.

The post was lying vacant for almost a year when Umang Bedi resigned as Facebook India Managing Director in October last year. Bedi is now President of Dailyhunt, a local language news and entertainment aggregator.

Ajit will lead a senior leadership team in the country to intensify the company’s efforts to help people in India connect with the people and things they care about the most.

The job comes with a huge responsibility as a time when India is set for general elections next year and the government has taken a harsh stand on not allowing social media platforms to abuse India’s election process amid calls from various stakeholders for stringent measures backed by laws on data protection and individual privacy.

Facebook-Head
Ajit Mohan.

The Central Bureau of Investigation (CBI) has also launched a preliminary enquiry against the British political consultancy firm Cambridge Analytica for alleged illegal harvesting of personal data of Indians from Facebook.

“I am delighted to take on the mantle of shaping Facebook’s charter in India. It is a unique opportunity to shape the agenda of a company that has brought the world closer together in one of the most exciting markets in the world,” said Mohan.

You May Also Like to Read About- AI Capabilities Incorporated in ‘Search’ Feature of Microsoft 365

An alumnus of McKinsey and Company’s New York office where he worked with media companies around the globe, Mohan launched and built Hotstar, Star India’s over-the-top (OTT) service, into India’s leading premium video streaming platform.

He is a graduate of the School of Advanced International Studies (SAIS) at Johns Hopkins University and the Wharton School at the University of Pennsylvania.

“I look forward to championing India in Facebook and working with stakeholders across the spectrum to help build deep and meaningful communities across the country,” said Mohan. (IANS)

Next Story