????2012年初，F(xiàn)acebook移動(dòng)廣告收入幾乎為零。而到年底，移動(dòng)廣告收入?yún)s占到公司總廣告收入的23%。越來(lái)越多的用戶通過(guò)手機(jī)設(shè)備登陸Facebook，公司推出了一款堪與谷歌（Google）媲美的全新搜索功能，華爾街對(duì)它的關(guān)注也日益增加。Facebook的廣告策略不論是在內(nèi)部還是外部均獲得了極大的關(guān)注。廣告能否在不損害用戶體驗(yàn)的前提下繼續(xù)留在網(wǎng)頁(yè)上？Facebook（未來(lái)的）視頻廣告策略會(huì)是怎樣一種面貌？有多少移動(dòng)廣告是意外點(diǎn)擊——即所謂“大拇指理論”的結(jié)果？Facebook有沒(méi)有兜售用戶信息？

????2月13日，在斯坦福大學(xué)商學(xué)研究生院（Stanford's Graduate School of Business）舉辦的關(guān)于未來(lái)媒體的大會(huì)上，《財(cái)富》雜志（Fortune）的亞當(dāng)?拉辛斯基對(duì)Facebook商務(wù)及營(yíng)銷(xiāo)合作副總裁大衛(wèi)?費(fèi)舍爾進(jìn)行了采訪。以下是兩人對(duì)話內(nèi)容以及觀眾提問(wèn)（略有編輯）的文字記錄。

????亞當(dāng)?拉辛斯基：上午好，大衛(wèi)。大家上午好。

????大衛(wèi)?費(fèi)舍爾：上午好，亞當(dāng)。

????亞當(dāng)?拉辛斯基：首先，我想談?wù)勀阒暗慕?jīng)歷。對(duì)比谷歌與Facebook，我發(fā)現(xiàn)一件非常有趣的事情——谷歌與Facebook都不是以廣告平臺(tái)起家。（兩家公司的創(chuàng)始人）當(dāng)初可能根本沒(méi)有想過(guò)廣告。在你加入之前，這兩家公司都沒(méi)有任何收入或能產(chǎn)生收入的基礎(chǔ)設(shè)施，你到來(lái)之后卻說(shuō)：“沒(méi)事，我們可以搭建一個(gè)平臺(tái)?！闭?qǐng)解釋一下，你是如何從一張白紙的狀態(tài)開(kāi)始做起的？

????大衛(wèi)?費(fèi)舍爾：好，我來(lái)談?wù)勥@兩件事。不過(guò)我認(rèn)為，不論是在硅谷還是其他地方，許多公司明確商業(yè)模式的時(shí)候都會(huì)碰到這種情況。當(dāng)初我在【斯坦福大學(xué)商學(xué)研究院（Stanford Graduate School of Business）】以及后來(lái)加盟谷歌時(shí)，有一件很有趣的事讓我很震撼。你知道的，說(shuō)到開(kāi)辦一家公司的時(shí)候，總是先從商業(yè)模式和貨幣化方案談起。而在谷歌，在Facebook，以及其他許多公司，最開(kāi)始考慮的卻是消費(fèi)者計(jì)劃——什么樣的產(chǎn)品會(huì)成為消費(fèi)者認(rèn)為是了不起的產(chǎn)品，然后才是貨幣化計(jì)劃。而且這并不是一個(gè)直線過(guò)程，中間會(huì)有許多曲折。

????現(xiàn)在看來(lái)，許多公司，包括我工作過(guò)的這兩家公司和其他許多公司，廣告都是一種效果良好的模式，其好處顯而易見(jiàn)。在谷歌和Facebook，我們就經(jīng)常會(huì)被問(wèn)到這個(gè)問(wèn)題：“你們什么時(shí)候能實(shí)現(xiàn)收入多樣化？”而看看那些擁有成百上千廣告商的公司，它們的廣告業(yè)務(wù)遍布全球，來(lái)源非常多樣化。你會(huì)發(fā)現(xiàn)——從你所關(guān)注的利潤(rùn)率或其他商業(yè)因素的角度來(lái)看——廣告實(shí)際上就是一種很好的行之有效的商業(yè)模式。所以，這就是我的出發(fā)點(diǎn)。其實(shí)，要將這些公司或其他公司貨幣化，可以有很多種途徑。只不過(guò)是我恰好喜歡廣告模式。

????At the beginning of 2012, Facebook's mobile ad revenues were literally non-existent. By the end of the year, they generated 23% of Facebook's total advertising revenue. With more users logging onto Facebook from mobile devices than ever before, a new search feature that competes with Google, and increased scrutiny from Wall Street, Facebook's ad strategy has received considerable attention both inside and outside the company. Can ads exist on the site without harming user experience? What about Facebook's (future) video ad strategy? How many mobile ads are clicked accidentally – as a result of the "big thumb theory"? Is Facebook selling user information?

????On Feb. 13, Fortune's Adam Lashinsky interviewed David Fischer, Facebook's vice president of business and marketing partnerships, at a conference on the future of media hosted by Stanford's Graduate School of Business. A lightly edited transcript of their conversation, as well as questions from the audience, follows.

????ADAM LASHINS KY: Good morning, David. Good morning, everybody.

????DAVID FISCHER: Good morning, Adam.

????ADAM LASHINSKY: I'm going to start with some history. An interesting comparison between Google and Facebook is that -- Google and Facebook did not start as advertising platforms. [The founders] didn't have that in mind at all, presumably. And you came into both companies at a time when there was no revenue or no infrastructure for revenue, and said, "All right. Let's build one." Explain how you started from really I think from a business perspective a blank sheet of paper.

????DAVID FISCHER: Yeah, I think -- I'll take these two cases, but I think it's true for a lot of companies, successful companies in the Valley and beyond, about defining a business model and where that comes in the process of it. One of the things that was interesting when I was at the [Stanford Graduate School of Business] and then went to Google that struck me is, you know, when you talked about building a company there it always started with the business plan and monetization plan. And for Google, for Facebook, for lots of companies, it started with a consumer plan and what was going to be a great product for consumers, and monetization came later and not in a straight line. It was not linear, it was sort of bumpy to get there and figure it out.

????Now, it turns out that the companies -- these two companies that I've been at and I'd say for a lot of companies, advertising is a phenomenally good, efficient model that works really well. When I was at Google we got this question a lot, and at Facebook we get this question is "When are you going to diversify in your revenues?" But when you're talking about companies that have hundreds and thousands of advertisers, that [are] around the world, that's a fairly diversified stream, and it actually is quite efficient to -- you know, as margins or other things you care about on the business side goes -- it's a good business to be in. So that's sort of the starting point. So there's lots of ways you can think about monetizing those companies or other companies. I just happen to like the advertising model.