With a workforce of over fifty thousand, Facebook is not only a technological innovator but also a commercial powerhouse. While the latest developments in AR and VR are the flashiest of all the projects from the Menlo Park giant, the experts at Facebook are also at the forefront of data science research applied for digital economics.

The most interesting outcome of such research is the development of a better, more accurate multi-platform budget optimization system. Relying on technically complex data science, Facebook’s latest paper reflects the company’s attempt to unify all of platforms—and so the new system would be able to distribute your ad budget across FB, IG, and Messenger with better results.

Despite not announcing any concrete products using the system (yet), this is a very behind the scenes look at all the science and work that power social media advertising.

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