The Vice President (VP) of product marketing for ads at Facebook, Graham Mudd, spoke to The Verge about the social media giant’s new direction and the way it displays ads.
Graham Mudd is a nine-year Facebook veteran and is considered a prime leader internally on the philosophy shift of the way ads work.
In an interview with The Verge, he said that the personalization of ads would be evolved very meaningfully over the course of the next five years and that investing well ahead of that would benefit the company’s customers as well as enable them to help shape the future state of ads ecosystem.
“I think one of the challenges with on-device learning is that the compute resources required to do it are obviously under the control of the operating systems themselves”, added Mudd.
According to the VP, a big part of building such a future is the development of new privacy-enhancing technologies that would allow them to do things including measurement and optimization, but in a way that is “far more privacy-conscious” which does not allow either party, i.e., the advertiser or the ad platform, to learn new information about individual users.
“Data and personalization are at the heart of almost everyone in our systems, from targeting to ad optimization to measurement, almost all our systems will be rebuilt over the next couple of years”, he continued.
Mudd referred to multi-party computation (MPC) as just “another approach to anonymous sharing.”
