Brad Smallwood leads Facebook’s Measurement and Insights group, responsible for analyzing and optimizing the online and offline impact of Facebook’s advertising. Brad works with the world’s largest brands and agencies both to measure advertising effectiveness and to improve the relevance of ad campaigns to Facebook users. Advertisers his team works with range from direct-response marketers interested in driving immediate consumer actions, to brand marketers looking to understand offline ROI as well as to affect more long-term attitudinal changes in consumers (e.g., brand awareness metrics). In addition to ad effectiveness measurement, Brad oversees the day-to-day management of Facebook’s worldwide ad inventory including pricing, inventory controls and running of Facebook’s marketplace.
Brad has over 20 years of experience developing and running both online and offline marketplaces. Prior to joining Facebook, he was General Manager of Yahoo’s multi-billion dollar display advertising business. While there, he worked to introduce several third-party demand channels to help strengthen the industry-leading Yahoo marketplace, including the acquisition of Right Media. Prior to Yahoo, Brad worked at startups Namezero, AllAdvantage, and Revcube, where he developed a series of state-of-the-art ad targeting and ad serving techniques. These techniques include the first behavioral targeting system, along with an integrated platform for online campaign management across search, display, email, creative and landing page optimization. Before this, Brad was one of the early innovators in the pricing space, developing and running the pricing and revenue management systems for a variety of industries including airlines, hotels and shipping.