Facebook's Graph Search May Be Key to More Ad Sales

Zuckerberg’s foray into social search isn’t only a user play. It’s an ad play
The company could charge more for ads if it can prove that it converts more searchers into buyers Illustration by Topos Graphics; Zuckerberg photograph by Bloomberg

When Facebook Chief Executive Officer Mark Zuckerberg unveiled Graph Search on Jan. 15, he hailed his company’s latest innovation as a great leap forward for search. Facebook members who want to know their friends’ preferences before making decisions on restaurants, vacations, career choices, and maybe even life partners, can look for, say, “single friends in San Francisco who like sushi,” and be rewarded with meaningful results.

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