Facebook is outsourcing to independent partners to build an advertising sector. The company this year is an online advertising force and its IPO could be worth more than $100 billion next year. The
company is using independent partners like Redwood City, Calif.-based Wildfire Interactive and London-based TBG Digital to build out its advertising platform.
The number of brand
advertising campaigns on Facebook grew by 104% from the first to second quarters of 2011, according to TBG Digital, which also has offices in San Francisco and was one of the initial ad data partners
that joined the trial to help fine-tune ad campaigns on Facebook. TBG says the "cost per click" of ads placed on the social network grew by 74% over the past year in the U.S. and three other of the
world's largest media markets.
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