Facebook通过将自己定义为全球头号在线用户数据来源，并迅速成为网络广告的理想投放平台。但与用户在该平台所投入的大量时间相比，Facebook的营收仍然还有大量提升的空间。以下是Facebook的相关用户数据，以及该平台的可挖掘广告市场空间。

Facebook's shares of ad impressions i

Facebook是全球化平台

在目前的6.55亿Facebook用户帐号当中，非美国帐号数量超过了5.02亿。

Facebook is global

而这些非美国用户也正是许多Facebook广告主意欲猎取的目标用户（游戏邦注：这也为Facebook创造了可观的利润），最近有针对不同国家广告主获取用户“建议”投标价的调查发现，Facebook用户数量至少达到10万人。

Facebook CPMs per Country

Facebook信息类型

对于任何一个社交网站来说，打造一个更具吸引力的社区并不断增加营收的关键在于，鼓励用户与更多好友分享更多信息。从这方面来看，Facebook的表现最为出色，平均每名Facebook用户关注了80个社区页面、群体和活动。对广告主来说，更多交互性意味着更多用户数据，以及更多切入品牌的机会。

我们可以通过Facebook的自定义信息类型判断，对Facebook来说哪些用户信息更有价值。

在最初的测试版广泛信息类型中，Facebook创建了8个母项信息类型，以及83个子项类型。平均每名Facebook美国用户会出现在约8个不同的信息类型中，所以就可以得出这一结果：1.53亿用户*8.17=12.55亿个用户类型组合。

Facebook的年轻用户数据最占优势，但如果假设更具消费能力的年长用户对广告主更有价值，那么我们就可以看出，年长而更有购买能力的用户数据正是Facebook薄弱的一环。

Breakdown of facebook categories

这些Facebook信息类型包含多种内容，其中的音乐或电影信息类型（在83个类型中占据了29个席位）并非有效的创收渠道，而且也难以预测其用户的可支配收入。

由此我们可以看出，Facebook应该鼓励用户分享更多个人公开信息，并妥善协调其中的个人私隐问题，才能够为广告主创造一个更好的营销环境。例如，协调并管理好“喜欢”功能，就有助于创造更理想的获取目标用户的条件，总之这个平台未来还会出现更多创新的用户数据，以及可促使用户与好友分享广告信息的创意广告形式。（本文为游戏邦/gamerboom.com编译，转载请注明来源：游戏邦）

The Need for More Data… Facebook: Audience Targeting and Monetization Trends

Guest Post by Rob Leathern, CEO and Founder, XA.net (creator of optim.al)

Facebook has established itself as the number-one source of online user data, and is rapidly becoming one of the premiere advertising destinations on the web.  Monetization, however, still lags the amount of time users spend.  It is interesting to look at some specifics of how Facebook is working on closing this gap to achieve its lofty revenue goals.

Global Platform:

Facebook really is global, with over 502 million of the 655 million total Facebook user accounts coming from non-US locations.

Many non-US locations are proving to be fruitful hunting grounds for Facebook advertisers (and thus proving profitable for Facebook), as judged by a recent examination of “suggested” bid rates for users in various countries with at least 100,000 Facebook users.

Riding the Category Train:

For any social network, the keys to creating a more compelling community and increasing monetization are getting users to engage more and to share more information with fellow network members.  In this respect, Facebook is succeeding as the average Facebook user is now connected to 80 community pages, groups and events.  For advertisers, more interactions mean more data which means more ways to establish relevance.

With Facebook’s self-defined category information, for the first time, we have a measurement of how much user data it considers interesting and saleable.

For its initial beta launch of broad categories, Facebook has created 8 parent categories and a total of 83 subcategories. The average Facebook user in the United States shows up in about 8 different categories, so you can look at it as 153 million users x 8.17 = 1.255 billion category-user combinations.

Facebook has a LOT more data on younger users — and if we make the simplifying assumption that older users are more valuable to advertisers, we can see that Facebook doesn’t have nearly as much targeting data on older, more valuable users.

The nature of the categories themselves is informative as well — categories based on music or movie tastes (29 of the 83 total categories) don’t monetize or predict behavior nearly as well as, say, disposable income which is not available among these data categories, of course.

The takeaway here is that Facebook will have to help convince users to share more explicit data about themselves, and better coordinate the implicit data that users leave behind in order to build a more valuable advertising environment. A good deal of this may involve coordinating and managing “likes” and making these a bigger part of the targeting world — but one way or the other, we’ll see more novel/innovative uses of data and new ad formats that will convince us to share advertisers’ messages with our friends and contacts within Facebook.（source:secondshares）