An anonymous reader writes with this look at how Facebook tries to make and sell "thumbstopper" ads compelling enough to get people to stop scrolling through their news feeds. With its trove of knowledge about the likes, histories and social connections of its 1.3 billion users worldwide, Facebook executives argue, it can help advertisers reach exactly the right audience and measure the impact of their ads — while also, like TV, conveying a broad brand message. Facebook, which made $1.5 billion in profit on $7.9 billion in revenue last year, sees particular value in promoting its TV-like qualities, given that advertisers spend $200 billion a year on that medium. "We want to hold ourselves accountable for delivering results," said Carolyn Everson, Facebook's vice president for global marketing solutions, in a recent interview. "Not smoke and mirrors, maybe it works, maybe it doesn't."
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