Facebook is opening up its cookbooks — but these recipes won’t taste good from the kitchen. Chef is Facebook’s engineering framework, and Facebook engineers have decided to open source that technology.
Phil Dobowitz, a Production Engineer at Facebook, blogged about the company opening up its cookbooks:
People have been amazingly supportive of the tools we released, the ideas we presented, and the changes we proposed. We released some tools we thought were useful to the community, but we didn’t consider releasing our cookbooks because we believed they were too Facebook-specific. But a central theme in our talks was our cookbook design, and people started asking for them.
So recently we revisited that assumption about our cookbooks. In looking at how we built them, we realized that we had developed a different way of writing community-style cookbooks that succeeded — at least within Facebook — at doing what community cookbooks had failed to do outside of Facebook. And we started to wonder: Could this approach be applied not just to other organizations wanting to leverage our model, but also to writing community cookbooks the entire world can use?
Earlier this week, Facebook unveiled its newest ad network: Atlas. Sheryl Sandberg, the company’s Chief Operating Officer, spoke at Advertising Week in New York, explaining the company’s motivation for the rebuild and relaunch of the entity Facebook acquired last year from Microsoft.
Sandberg spoke with Fortune CEO Alan Murray about Facebook’s plans for Atlas:
If you look at how ads are served and measured, the systems we’ve used to do them aren’t working anymore. Because they’re cookie-based, they don’t work on mobile. They don’t work offline to online. And they don’t really understand that people have multiple devices. They worked really well when everyone had a desktop computer and nothing else. The old systems don’t work.
(Atlas) enables ad-serving and measurement. So that it’s real people and real results. It enables marketers to be more effective and actually reach their target. We think close to 40% of the targeting that is just age and gender, which is the most basic targeting anyone does online, is not getting to the right people.
She also tried to quiet concerns about privacy, telling Murray during the interview, “Neither Atlas nor Facebook tells anyone who you are.”
Facebook’s Parse on Tuesday updated its Android Push API, a couple weeks after updating for iOS 8. App developers using Parse will have easier setup on Android, as well as more reliability.
Parse Software Engineer Thomas Bouldin detailed the changes in a blog post:
We’re excited to announce today that the Android Push API is getting its biggest facelift since inception. We’ve rethought the API to bring Parse Push better in line with both other Parse APIs and traditional Android development. The new API simplifies developer setup, provides better reliability, and is much more easily extended or customized to override default push behavior.
With the new API, we’ve decoupled the concepts of registration and reaction; the icon and activity which you want push to use are no longer statically bound to a channel. You can replace all calls to
PushService.subscribe(myApplicationContext, “channel”, MyActivity.class, intIconID);
Facebook this week announced the formation of the EMEA (Europe, Middle East, Africa) Client Council to better help serve advertisers in this region.
In a post in Spanish on the Facebook for Business blog, the company announced the mission of the EMEA Client Council:
We believe that developed countries and those that have high growth rates have a lot to learn from each other, and we wanted to create a forum in which some of the best minds in the industry could hear and share ideas and inspire thinking about the future of marketing.
That future is connected and mobile Internet devices. Increasingly, users access the Internet at an astonishing rate, while devices such as mobile phones, tablets and even clothing with built-in technology are transforming our behavior and will be a factor that will drive growth in EMEA. For example, in parts of Africa and the Middle East, the mobile phone becomes a means of survival that provides authentic information on commodity prices, health care, banking, employment, entertainment and leisure.
In an effort to better compete with Google, the Web’s premier ad server, Facebook re-launched Atlas yesterday. It’s expected to be a game-changer for the social network, keeping in step with the company’s cross-platform goals.
Several industry experts have recently weighed in on Atlas and what it means for social advertising moving forward.
Pages’ posts reach a smaller amount of their Facebook fanbase, but those who do see posts are engaging more and clicking on posts — according to a study by Komfo.
The study took into account 8,000 brand pages internationally from August 2013 to August 2014, finding that overall clickthrough rate is up 48 percent year-over-year, but fan penetration is down 55 percent year-over-year.
Komfo notes that in August 2013, the brand pages monitored were reaching 25.2 of their audience. That was cut to 14.53 percent in November, and now sits at 11.34 percent.
People use Facebook to share their latest thoughts and happenings, where they have been recently, what they have eaten recently and their thoughts on the recent news. Facebook is a place of sharing, with users sharing their opinions about anything with each other.
But when it comes to sharing, not all posts or comments will be positive. People will share their negative experiences they had with your products all over social media, and some of them can be really nasty experiences.
As rumored, Facebook will announce today the relaunch of Atlas at Advertising Week in New York City.
Atlas focuses on people-based marketing, getting away from cookies and enabling true cross-device advertising. Erik Johnson, the head of Atlas, announced the relaunch in a blog post:
Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales.
Atlas has been rebuilt on an entirely new code base, with a user interface designed for today’s busy media planners and traffickers. Targeting and measurement capabilities are built-in, and cross-device marketing is easy with new ways of evaluating media performance centered on people for reporting and measurement. This valuable data can lead to better optimization decisions to make your media budget even more effective.
As brands gear up for the holiday season, a survey by Facebook Preferred Marketing Developer Offerpop shows that 92 percent of marketers polled planned to spend a majority of their budget for that time on Facebook.
Additionally, 73 percent of the marketers polled by Offerpop pointed to Instagram, owned by Facebook, as the breakout social network of 2014.
Offerpop also put together a great infographic showcasing trends in Facebook and social marketing this holiday season. Look below to find out more.