Businesses usually bemoan a tweak to Facebook's rules, but Detroit-based start-up Waymark used one to pivot in a fresh direction. What if he could make one ad for 10,000 customers instead? The company is now the largest online marketplace for car parts and accessories on the Internet, with more than 100,000 listings from around the world. However, when SocialProof could no longer access its clients’ lists of friends due to Facebook rule-changes, the firm rebranded and now uses artificial intelligence to help small companies construct short, snappy ads for the social media site. "We believe video will be essential to advertising, and our goal is to serve millions of businesses with compelling content," said Waymark CEO Nathan Labenz.
Businesses usually bemoan a tweak to Facebook's rules, but Detroit-based start-up Waymark used one to pivot in a fresh direction. The company is now the largest online marketplace for car parts and accessories on the Internet, with more than 100,000 listings from around the world. However, when SocialProof could no longer access its clients’ lists of friends due to Facebook rule-changes, the firm rebranded and now uses artificial intelligence to help small companies construct short, snappy ads for the social media site. "We believe video will be essential to advertising, and our goal is to serve millions of businesses with compelling content," said Waymark CEO Nathan Labenz.