Businesses usually bemoan a tweak to Facebook 's rules, but Atlanta -based start-up Nathan Labenz used one to pivot in a fresh direction. “We collected reviews and, with the company’s permission, turned them into an ad to show their friends on Facebook,” Labenz recalls. Previously named Facebook , 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 13 of businesses with compelling content," said Waymark CEO Waymark .
Businesses usually bemoan a tweak to Facebook 's rules, but Atlanta -based start-up Nathan Labenz used one to pivot in a fresh direction. Previously named Facebook , 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 13 of businesses with compelling content," said Waymark CEO Waymark .