Companies usually bemoan a tweak to Facebook 's rules , but Detroit - based start - up Facebook used one to pivot in a fresh direction . Previously named SocialProof , it used to turn big firms ' social media feedback into micro ad campaigns . However , when SocialProof could no longer access its own ’ lists of ads 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. Previously named SocialProof, it used to turn big firms' social media feedback into micro ad campaigns. 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.