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How Facebook Built a $10 Billion Business in Three Years

LESSON 4:Everybody wins if you democratize something for customers of all sizes.

Background: One of the most important aspects of an increasingly connected world is that it allows more providers and more customers to participate in all systems. When perfectly harnessed, this capability can create more powerful services for smaller providers, better choices for consumers and larger customer bases for even the biggest providers.

Facebook’s Move: Facebook introduced advertising in its wildly popular News Feed backed by an auction system—similar to Google’s—that made the system accessible to advertisers of all sizes, ensured the best possible content was matched to the best possible people ...

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