Among the various weird products I happened to manage while at Facebook, one is particularly relevant. Let’s flash-forward for a moment. The Logout Experience (LOX) was one of Facebook’s mid-2012 IPO period “completely fucking desperate let’s make more money now” products. Basically it was this: when you logged out of Facebook, instead of seeing the usual Facebook log-in/register page, you would see what amounted to the upper half of a regular Facebook page; that is, the cover photo and header that we all know from our own Facebook profiles. The idea was to sell this space to the richest and
Among the various weird products I happened to manage while at Facebook, one is particularly relevant. Let’s flash-forward for a moment. The Logout Experience (LOX) was one of Facebook’s mid-2012 IPO period “completely fucking desperate let’s make more money now” products. Basically it was this: when you logged out of Facebook, instead of seeing the usual Facebook log-in/register page, you would see what amounted to the upper half of a regular Facebook page; that is, the cover photo and header that we all know from our own Facebook profiles. The idea was to sell this space to the richest and stupidest advertiser of all, the legacy-admissions student of digital media: the brand marketer. Brand marketers, like politicians, are people paid to spend other people’s money. In this case, their putative goal is to raise “brand awareness,” that diaphanous and quasi-intangible substance that makes you covet a $10,000 Rolex Submariner when you finally get that bonus or promotion. The other equally trigger-happy marketer who would supposedly devour LOX was the Hollywood-centric agency that wished to trumpet the release of another cinematic crime against humanity. The Logout Experience was Facebook’s attempt to present a tempting target to those marketers, the equivalent of a large banner ad or takeover. The name “LOX,” a bit of product marketing genius from Scott Shapiro, stemmed from the historical tradition of naming Facebook Ads products after either birds or fishes. Given this was...
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“Logout Experience (LOX)” - Another facebook monetization produc
