Facebook Inc (NASDAQ:FB), just like any other social media company, has several risks that demands that the company keeps on reinventing itself to avoid collapsing or losing substantially to competitors. Sheryl Sandberg was in New York for the Advertising Week where she was interviewed by Fortune about the company’s plans as they surge into the challenging and highly dynamic future.
Sandberg said that the company is targeting and scaling in order to avoid any two scenarios: loosing either users or advertisers. Facebook Inc (NASDAQ:FB) is the largest social media network and is earning big from advertisement revenue due to its huge number of users and the high level of activity on the website. If the company loses advertisers, it loses close to 89% of its revenue, and that means being unsustainable.
The company said in its latest report that if they cannot maintain their current users, or if the users reduce their level of activity, the company’s revenue would slump significantly.
In a strategy to avoid any such scenarios, the company is working around the clock to give users and advertisers more in terms of quality. That’s why the COO was in New York where she was giving hope to advertisers. Yes, she made it clear that she understands the concerns of marketers and that Facebook Inc (NASDAQ:FB) isn’t sleeping on the job.
Sandberg gave details of the revamped Atlas, an advertisement tool the company acquired from Microsoft Corporation in 2013. Atlas, she says, is beyond just desktop; it’s cross device, and it follows real people. Unlike cookie-based tools that only works on desktops, Atlas works perfectly well both on desktops and mobile devices.
“If you look at how ads are served and measured, the systems we’ve used to do them aren’t working anymore,” she said. “Because they’re cookie-based, they don’t work on mobile. They don’t work offline to online. And they don’t really understand that people have multiple devices.”
The COO also went ahead to dismiss Ello when confronted with questions about the ad-free social media platform.
Through the new tool, Facebook Inc (NASDAQ:FB) is looking at serving advertisers with information about real people and delivering the desired results.
This article has been written by Victor Ochieng.