Facebook's Gifts program is gathering momentum, with retail partners including Dean & DeLuca, BabyGap, Hulu and iTunes. The program relies on Facebook's user-data trove, but also gives the network valuable new data about users and their contacts, says analyst Colin Sebastian. That means Gifts brings "the benefit of a virtuous cycle, driving more personalization of the site, leading to better and more targeted ads, which improves overall monetization," he explains.

Related Summaries