"The conversation now is how can you reach this amount of people and target them," Ms Everson said about how advertisers want to limit the amount of "waste" spent on trying to reach the right consumer.
She said that because Facebook's audience is so large, it has the ability to target consumers.
"Eyeballs are important but they are not the only thing in advertising," said eMarketer vice president Clark Fredricksen. "The receptiveness of the TV audience is ultimately the reason why its such a huge ad medium."
"Sitting and watching the screen is different than clicking and operating on an agenda," he said.
Sign up for CIO Asia eNewsletters.