Facebook广告突破的幕后功臣（节选）

    再就是关于如何建立广告模式的问题。我认为，有意思的地方在于这两家公司的DNA。与其他最大、最成功的公司相比，这两家公司有许多类似之处。如果进行对比，比如从美国和世界历史上挑选任何十家公司，你会发现：“哇，它们有很多相似之处。”而谷歌在本质上是以“什么”为核心：信息和发现信息。而Facebook则是以人为核心。所以，虽然广告模式在两家公司都非常奏效，但出发点却不同，因为公司的出发点本身就存在差异。我们可以多谈谈这个问题。关于具体如何建立广告模式，作为一名商人，我认为关键在于，你必须有一款实实在在的产品。所以，首先是寻找合作伙伴，确定如何在正确的时间向正确的人显示正确的广告，创造一种价值感。这不是一日之功。两家公司都是在时断时续地前进。我认为，关键在于，当你让人们参与其中，投入时间时，比如在Facebook上消磨的时间比在其他网站花费的时间更多，这时你便有机会向人们展示有用的商业素材。于是便能创造价值，进而真正增加公司的价值。

    亚当•拉辛斯基：从历史的角度来看，我发现非常有趣的一点是，我过去没能理解，不论是谷歌，还是后来的Facebook，它们其实都是出版商。不仅我本人忽视了这一点，我想很多人都忽视了。而你，拉里和谢尔盖却没有。马克也明白其中的道理。而你效力于这两家公司的时候，都实现了它们的愿景。当然，我所讲的出版商，是一种非常宽泛的说法。我不知道，你是否同意。

    大卫•费舍尔：是的。我也是花了很长时间才搞明白。我的职业生涯是从做记者开始的，所以别说你，我也没有那么快便理解“出版商”的意义所在。这或许是因为我们对出版商的看法有点不一样。不过，按你的理解，对于一名内容生产者，我认为，出版商的提法也说得过去。在Facebook，从许多方面来看，用“描述者”来形容它可能更为贴切，因为真正让Facebook成功的，是你们的创造力，每一个人都是内容制作者，每一个人都是出版商。要说是什么将一个公司与其他公司区别开来，这种动力就是非常关键的一个因素。

    译者：刘进龙/汪皓

    Now, how you actually build it, I think what's interesting is -- with respect to the two companies -- is in the DNA, they're similar in so many ways compared to most large successful companies, and if you compared, you know, took any set of ten companies in history in this country and the world you'd say, "Oh, there's a lot of similarities there." But Google at its core was a company built on the what: information and discovering information. And Facebook is a company built on the who: on people. And so that advertising model works effectively in both cases, but it starts from a different place, the company starts from a different place, and we can maybe talk a little bit more about that.

    In terms of how you actually build it, the key to any of these things, as I'm sort of a business guy, and you need an effective product. And so it starts with a lot of partnership figuring out building something that will -- how do you show the right ad to the right person at the right time and create a sense of value. That doesn't happen day one. In both cases you need to kind of go in fits and starts, but I think the idea is that it adds real value when you have people engaged and spending time and, you know, in a place like Facebook spending more time than anywhere else in the web, and you'll have the opportunity to show them some useful commercial material, you create value in that.

    ADAM LASHINSKY: From a historical perspective, what I find so interesting is that I personally did not understand that Google was a publisher or later that Facebook was a publisher. I missed that. I think a lot of people missed it. But you, Larry and Sergey didn't miss that. Mark didn't miss that. And you came in at both company's stages and said -- you know, you executed that vision. And I'm using publisher in a very loose term. I wonder if you even agree.

    DAVID FISCHER: Yes. It took me a while. Like I got my career started as reporter, so I also did not jump to the word "publisher" as quickly as you did, probably because we think about a publisher as something slightly different. But as a creator of content in a world in which if you think about it that way, it certainly -- I think the publisher piece works. And in some ways in Facebook, I think it's much more apt as a descriptor, because everyone, the whole notion of what makes Facebook work is you creating, everyone is a content creator, everyone is a publisher. That dynamic is, if you want to talk about what sets the companies apart, that's a critical piece in terms of what distinguishes them.