marketing

The decision facing Facebook is how to best leverage its immense user base to maximize revenue. Facebook's core asset is its collection of data on users that can be used for targeted ads and to analyze user behavior. As user counts and engagement have grown, Facebook has looked for ways to monetize its platform further, such as through Facebook Marketplace, Instant Games, and other business partnerships. As the platform continues to expand, Facebook must continually decide which potential revenue sources and partnerships to pursue in order to maximize value.