Facebook may have reached over one and a half billion users worldwide, yet its marketing appetite has not been satiated. It is now looking to tap the rest of the population as yet dominated by Google. Facebook understands that the users spend a significant amount of time off social media and it is trends of that time period which it hopes its superior business intelligence will be able to track. Also Facebook will soon be able to track several billions who aren’t yet members using lookalike targeting which profiles buyer personas based on common traits. The social media giant’s total ad business comes out around US$ 18 billion which is still less than Google’s US$ 24 billion. This new method will enable it to compete directly against Google Display, AdSense and AdX, while continuing to remain well above Microsoft, AOL, Yahoo and Twitter in online advertising revenues.


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