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‘Watershed’ moment for Facebook as advertisers flee

Paul Smith (via AFR) | May 29, 2013
Media experts have described the decision by a number of multi-national advertisers to walk away from deals with Facebook as a "watershed" moment for the social network as concerns rise about ad placement next to offensive content.

"We realise that our defence of freedom of expression should never be interpreted as license to bully, harass, abuse or threaten violence. We are committed to working to ensure that this does not happen within the Facebook community," Ms Levine said.

Targeted advertising is part of a concerted push by Facebook to increase its commercial success post-IPO. Earlier this month, the company announced earnings for the first three months of the year, with revenue hitting $US1.46 billion. This was up 38 per cent on the same period a year earlier.

Facebook's advertising revenue was boosted by its increased ability to push ads to mobile users on smartphones and tablets. In the fourth quarter, mobile ads accounted for roughly 23 per cent of Facebook's revenue.

In April it launched Facebook Home, an application that takes over the main screen of smartphones operating on Google's Android operating system, serving up Facebook content on the home screen without users actively visiting the social network.


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