How Facebook will put an end to online advertising

07/1/2012 | Advertising Age (tiered subscription model)

Investors may be bearish on Facebook's potential as an ad platform, but the social network will actually come to replace online advertising as we know it, predicts Ben Elowitz. It will do so not by selling impressions or display ads, but rather by finding ways to monetize the creation of relationships between consumers and brands. "The ability to sell relationships puts Facebook in a completely different business than every other media company -- and their product is orders of magnitude more valuable," Elowitz writes.

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