Facebook: We Have No Plans for an Ad Network

Facebook's VP-Business and Marketing Partnerships David Fischer cited a range of brands from Procter & Gamble to Domino's to the reboot of the classic soap "Dallas" as innovative users of the social network in his remarks at Ad Age's Digital Conference.

Facebook's initial public offering is coming next month, so the company is currently in a quiet period where executives are prohibited from discussing the company's financials. But since its FMC conference for marketers in February -- when it introduced pricey log-out ads and a new package called "Reach Generator" that promises marketers that ads built out of their timeline posts will reach a far higher percentage of their fans than they would have organically -- Facebook has been on a mission to rebrand ads as "stories." Mr. Fischer spoke to that, noting that marketers' Facebook strategies need to center on "content beyond what you'd traditionally call advertising." The power of regularly messaging fans and their friends is at the core of Facebook's pitch to marketers, and Mr. Fischer cited data supporting the notion that "always-on" marketing drives results.