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If it seems like just yesterday that Facebook rolled out the Timeline feature, you’re wrong – it was three years ago, at the last f8 developer conference the company held.
Facebook is likely hoping that users will similarly grow to accept the new advertising it unveiled at last week’s f8 conference.
Are these latest advertising options and deep linking advancements truly in keeping with the vision of a connected world where we share with the people we care about, or are they a shift toward a closed ecosystem where Facebook owns all our connections – to people, interests, brands, and otherwise?
Mark Zuckerberg’s overriding preoccupation throughout the years has been the notion that we are defined by the connections we have.
The release of Facebook Connect, which integrated other websites with Facebook, built on top of Facebook Platform and marked Facebook’s transition from a private online identity that was all about friends to a consistent identity across online experiences.
In 2010, Facebook continued expanding the Connect platform by allowing other website publishers to add “Like” buttons for Facebook users to indicate interest in a piece of content outside of Facebook.
Facebook developers also walked us through the EdgeRank that drives the Newsfeed in 2010, giving possibly the first comprehensive view of what Facebook thinks we think is interesting. We all gained the ability to commemorate important or unimportant moments with the addition of Timeline.
Although less obvious to users, 2011 also saw the introduction of Social Graph information about users being passed along to advertisers.
The consensus prior to this year’s event was that f8 2014 would be all about giving developers better tools to make and markets apps across Facebook’s massive user base, and these rumors were confirmed as Facebook launched its advertising network, FAN, and app linking protocol, App Links. FAN competes with some mobile advertising networks but actually integrates with Twitter’s MoPub so people can run ads across both services, suggesting that Facebook doesn’t necessarily see Twitter as a threat but rather a mutual beneficiary in the battle to make everything we do fair game for advertisers. The network should help Facebook continue its massive mobile monetization trend – TechCrunch reported the social network would take a “sizeable” portion of advertiser dollars for matching advertisers with audience, in contrast to previous share, which was limited by the take of other ad networks. While not all of us are logged into Facebook all day long on our computers, most of us do leave the service logged in on our phones. While these are important advancements in the mobile world, it’s somewhat troubling that they’ve been released with a clear advertising focus. Long ago, Facebook used to be all about navigating directly to someone’s wall to post on it. Facebook is no longer only – or even mostly – about a few close connections with real people, it’s about anything that Facebook and its advertisers think might interest someone.
That’s the danger: will Facebook become all about connecting us with ads, instead of all about connecting us with people?
Earlier: Mobile ad network Quattro Wireless is in the process of being acquired, according to sources in the mobile industry. Apple is the potential buyer mentioned by the most sources, though to us it makes equal sense for Microsoft, an agency conglomerate, or a large publisher to buy the company.
But basically: Apple would buy an ad company to make the best-possible mobile ad platform for its gadgets, and to get a cut of mobile ad revenue, which is going to be a growing market on the iPhone and Apple tablet.
One source we spoke with doesn't know how much the deal would go for, but says he'd be "shocked" if Quattro sells for more than $200 million. Research firm IDC estimated Quattro Wireless at roughly $20 million in sales last year, below leaders like Millennial ($35 million) and AdMob ($31 million).
Creating a mobile ad hoc network is tricky when rounding people up for a game or two, let alone when linking thousands of soldiers whose lives are at stake.
Since folks are in spring cleaning mode now that the northern hemisphere is warming up, now is a good time to consider cleaning your gadgets as well.
Taking a hard look at your Android phone or tablet with an eye toward cleaning out the apps you don’t need will help it feel fresh and maybe even give it a performance boost.
You can either go through apps one by one — best if you don’t have many and want to know exactly what they’re up to — or you can start fresh by retuning your phone to factory settings and re-installing the apps you want — best if your phone is acting all kinds of ugly or is a little older.


I’ll show you how to wipe the slate clean completely or how to figure out which apps should stay or go. To start again with a clean slate, you’ll need to do a factory reset on your Android smartphone.
Some data you should keep even if you’re doing a factory reset, such as any documents you want to keep, your call logs, text messages, pictures, etc. Read this post on backing up Android phones and tablets for detailed directions and which apps to use. Having to re-install all of your apps can help you weed out the ones you don’t need, but if you don’t want to go through the whole reset process, you can just go app by app.
Recently researchers found that free Android apps were using a lot of battery power and a not insignificant amount of data even when they weren’t in use. Regular users can’t get the monitoring app those researchers used, but there are a few that can give you helpful stats and information. This scans all of the apps on your device and lists all of the ad networks they’re utilizing. Stats junkies will love all the charts and graphs this app provides, but the main reason I’m including it here is because it will monitor the CPU usage of individual apps over the course of a week. Although this shift, like any change to Facebook, was initially greeted with some consternation, it’s mostly settled into the background by now, and seems like a natural part of the Facebook Platform.
The Facebook Audience Network (“FAN” – get it?) connects app advertisers with Facebook users in any app (not just Facebook), offering the detailed user information Facebook advertisers have come to expect in a whole new context.
To see how these recent announcements fit into Facebook’s overall trajectory as a service, let’s review what’s happened in the past: an f8 “timeline,” if you will. In 2007, he introduced Facebook Platform, a way for developers to create applications that take advantage of these connections. While it’s taken a while for the concept to be fully realized, releasing Connect early on was an important first step toward making Facebook the foundation for a comprehensive online identity, not just a friends-only one. It also offers “instant personalization” on select platforms to help kick-start the user experience on new services by leveraging existing information about people from Facebook.
We learned that EdgeRank is based on factors like a user’s affinity with a connection, the type of content being shared, and the age of the content. While the advent of the format felt strange at first, making it seem like many of us spent our lives before 2004 doing absolutely nothing besides being born, people quickly started adding other important moments from their past or just ignoring the format altogether and expanding their addiction to the News Feed. Basically, Facebook started telling advertisers what people were actually talking about and doing on various connected platforms – not just Facebook.
Both allow Facebook to continue extending its reach beyond the blue boundaries of the app itself.
Like current Facebook ads, the ads on FAN tap into user data from Facebook to reach people based on their behavior. That means our phones always know who we are, what we value, what we’ve looked at – which offers a pretty good idea of what ads we might respond to.
Of course, being able to monetize apps makes deep linking options somewhat more appealing to developers as well.
And the more people reveal about what interests them – whether through clicking, commenting on, or liking a post, or just pausing a moment while scrolling – the better Facebook gets at advertising to them. But it increasingly connects them with advertisers as well as, or even instead of, real people. We covered this in detail in November, so check out, "Why Apple considered buying AdMob" for more info. DARPA has had enough trouble getting such large-scale networks off the ground that it just put out an official request for solutions.


Not just physical cleaning — though I did cover that earlier this week — but also cleaning things on the software end of things.
If you paid for them, you can reinstall them from the My Apps section of the Google Play store. You won’t hesitate to install and set up apps you use every day, but may not find it worth the trouble to deal with the ones you haven’t used in months.
Aside from getting rid of apps you don’t use, it’s also a good idea to take a close look at how many resources your apps are using up.
This is mostly because of the ad networks the apps utilize that makes them free in the first place.
Then it gives you information on what those a networks are doing, such as what kind of information they’re collecting about you.
At f8 2014, Facebook also unveiled AppLinks, a new way to link between apps the way we link between websites. This meant accessing information such as interests and common friends, and gaining access to post to user’s profiles and the news feed. This was an initial glimpse into a murky element that would only become more and more important in how we reach friends and fans. Playing a song on Spotify or commenting on a TechCrunch story suddenly became fair game for Facebook advertisers to know about. This gives FAN a great chance of serving us effective ads, and App Links clearly complement that capability by making sure all kinds of ads can link deeply into the apps they promote.
Users made their own choices about what they wanted to do and who they wanted to share with through Facebook. F8’s 2014 theme of “Build, Grow, Monetize” shows us a way to think about business, not about people. According to Mobile Marketer's Dan Butcher, the deal could be announced at Consumer Electronics Show, which begins this week.
The agency wants ad hoc technology that grows both elegantly and automatically, and it's prepared to ditch legacies like internet-based networking to get there -- in fact, it would rather not rely on IP technology when 20 years of research in that area hasn't panned out. And once you know which apps are doing what, you can better determine if you should keep or kill them. It was our first big glimpse into the idea that Facebook was about much more than just the people we connected to.
It’s always unfortunate to have an initiative led by concern for monetization, not end users. Now, Facebook is all about the News Feed – a continuous flow of constantly updated information, a reliable source of novelty if not necessarily insight about various people and organization. Anyone sitting on a brilliant solution has until May 24th to submit an abstract for consideration ahead of an August 7th symposium. Could this be a path to thinking about all our relationships largely in terms of monetization? We hope at least a few people answer the call, if just for the possibilities that breakthroughs spill over to civilian life -- DARPA helped build the networking we're using right now, after all.



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