A lot of the ads you’re seeing on Facebook come from Chinese companies. Research shows
that nearly 10 percent of Facebook’s revenue is actually from China, which would make it the second biggest ad buyer after the US.
“Facebook has been trying to help Chinese enterprises of all sizes go overseas,” says Facebook’s Head of Greater China Jayne Leung in a report
jointly published by Facebook and KPMG. The company also says it can help Chinese companies connect with the world’s 2.2 billion users “more accurately”.
Among the top 50 Chinese brands that have run ads on Facebook last year are Anker
’s maker Bytedance
and Huawei, according to the report. But the number one company is one that you may not have even heard of -- a mobile game maker called 37games.
Facebook has been going after Chinese game developers. Last year at China's biggest gaming convention ChinaJoy, the company promoted
efforts to help NetEase market one of its martial arts games to other part of Asia. Facebook said its data showed that its target ads would work best with a very particular demographic: Users who ride a scooter, live with their parents, and are likely single.
If Facebook does follow through Zuckerberg's latest manifesto, it could mean the company is moving away from a News Feed-centric business model to one that focuses on private and encrypted messaging. That could render Facebook's ad targeting less effective. The big question though, is whether Facebook will really pivot, despite doubts from plenty of skeptics
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