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Facebook aims to simplify advertising for marketers

Zach Miners | June 7, 2013
Facebook is gearing up for a new project to simplify its advertising platform, making it easier for marketers to decide how to place ads across the site.

The project is aimed at reducing complexity, not control, for advertisers, according to the company. Companies will still be able to target and personalize their ads to certain audiences, but it will be easier to align those ads with their objectives, Facebook said.

Finding new ways to target ads to the right users is a perennial goal for Facebook. Last year the company rolled out its Custom Audiences tool as a way for marketers to target people they've previously done business with by using their phone number or email address.

The program was expanded in February to third-party marketing firms to give advertisers even more data for targeting their ads.

Earlier this year, Facebook also announced its acquisition of Microsoft's Atlas Advertiser Suite, an ad analysis platform. The acquisition was intended to increase Facebook's ad revenue and give marketers better information about their campaigns on both desktop and mobile.

Facebook's ad revenue for the quarter ended March 31 was US$1.25 billion, representing 85 percent of the company's total sales and a 43 percent increase from 2012's first quarter. Mobile advertising revenue accounted for 30 percent of total ad revenue.

 

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