Facebook's second-quarter success was bolstered by its mobile advertising revenue, a result of it shifting attention and resources to marketers and its platform. The company now encourages its engineers to work directly with marketers on mobile strategies, has partnered with Datalogix to mine data relating ads and purchases, and has added ads to valuable real estate such as news feeds and notifications. "There is not an advertiser on the planet that doesn't want to have a mobile strategy," said GroupM's Rob Norman.

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