Facebook focuses on "big data" to focus on future development

"Sadie Online News" May 11, according to foreign media reports, in response to Wall Street analyst on Facebook's first quarter profit in 2013, Mark Zuckerberg has repeatedly mentioned a theme: Facebook's new big data capabilities.

In Facebook's first-quarter earnings report, where three-sixths of the highs were linked to "big data", the trend suggests that the future of Facebook's marketing depends on complex data analysis rather than on a large number of ads to attract users ' attention.

The big figures for Facebook in the first quarter are as follows:

-launched the lookalike audiences,managed Custom audiences, and partner categories new advertising products to help enterprises improve the target market selection capabilities.

-With Datalogix,epsilon,acxiom, and BlueKai and other companies to cooperate, so that enterprises have more ways to put ads to users.

-Enhanced ability to measure corporate ROI (ROI) on the Internet digital media platform by acquiring the Atlas advertising Suite.

Mr Zuckerberg says Facebook is still at a very early stage in terms of the size of his big data plan, as Atlas, the last part of the plan, has not yet been fully activated.

Atlas is a giant internet advertising server, like a water pipe on the web, that provides advertisements across the Internet and draws commissions from advertisers who use their services. Atlas hosts 10% to 15% of the Internet's ads, the size of which is second only to Google's DoubleClick Ad server.

Most people have yet to recognise the fact that Facebook is now the second-largest internet advertising company after Google. Facebook's takeover of Atlas, which has just recently ended, has yet to be announced.

Many people think Facebook is buying Atlas because it wants to build an ad network that is independent of Facebook, but it's not really the main purpose of acquiring Atlas, Facebook's goal of getting Atlas from Microsoft is clear: Get the data Atlas can provide.

In his first-quarter earnings report, Zuckerberg said that "Atlas is vital to continue to develop our measurement capabilities": He wants Facebook to let advertisers know how their advertising platform works when users are offline.

Most ordinary Facebook users are unaware of the ambitions of Facebook's Big Data program, which is likely to have been recorded in Facebook's data pool as long as users have used credit or debit cards for purchases over the past few years.