{
 "company": "facebook-meta",
 "as_of": "2026-10-04",
 "choices": [
  {
   "id": "facebook-meta-p01",
   "business": "Social applications and advertising",
   "category": "product",
   "dimension": "Campus entry",
   "statement": "The initial service opened within Harvard before expanding to other colleges.",
   "event_date": "2004",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FB1"
   ]
  },
  {
   "id": "facebook-meta-p02",
   "business": "Social applications and advertising",
   "category": "product",
   "dimension": "Recognizable profiles",
   "statement": "Profiles represented people within a known school community.",
   "event_date": "2004",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FB1"
   ]
  },
  {
   "id": "facebook-meta-g01",
   "business": "Social applications and advertising",
   "category": "go_to_market",
   "dimension": "Bounded rollout",
   "statement": "Expansion proceeded through individual schools rather than beginning with an undifferentiated global launch.",
   "event_date": "2004",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FB1"
   ]
  },
  {
   "id": "facebook-meta-p03",
   "business": "Social applications and advertising",
   "category": "product",
   "dimension": "Photo sharing",
   "statement": "The company added photo sharing and tagging.",
   "event_date": "2005",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FB1"
   ]
  },
  {
   "id": "facebook-meta-p04",
   "business": "Social applications and advertising",
   "category": "product",
   "dimension": "News Feed",
   "statement": "News Feed collected network activity into a reading surface.",
   "event_date": "2006",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FB1"
   ]
  },
  {
   "id": "facebook-meta-p05",
   "business": "Social applications and advertising",
   "category": "product",
   "dimension": "Broader registration",
   "statement": "The service expanded beyond college-only membership.",
   "event_date": "2006",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FB1"
   ]
  },
  {
   "id": "facebook-meta-p06",
   "business": "Social applications and advertising",
   "category": "product",
   "dimension": "Connections",
   "statement": "Users maintained profiles and connections with other users.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "FB6"
   ]
  },
  {
   "id": "facebook-meta-p07",
   "business": "Social applications and advertising",
   "category": "product",
   "dimension": "Developer platform",
   "statement": "Third-party developers could build applications connected to Facebook.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "FB6"
   ]
  },
  {
   "id": "facebook-meta-p08",
   "business": "Social applications and advertising",
   "category": "product",
   "dimension": "Targeted ads",
   "statement": "Advertisers could select audiences using information available to the platform.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "FB6"
   ]
  },
  {
   "id": "facebook-meta-g02",
   "business": "Social applications and advertising",
   "category": "go_to_market",
   "dimension": "Free consumer access",
   "statement": "Consumers used the social service without a subscription charge.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "FB6"
   ]
  },
  {
   "id": "facebook-meta-g03",
   "business": "Social applications and advertising",
   "category": "go_to_market",
   "dimension": "Advertiser customer",
   "statement": "Advertising supplied most revenue.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "FB6"
   ]
  },
  {
   "id": "facebook-meta-g04",
   "business": "Social applications and advertising",
   "category": "go_to_market",
   "dimension": "Self-service advertising",
   "statement": "The company offered self-service tools for buying ads.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "FB6"
   ]
  },
  {
   "id": "facebook-meta-g05",
   "business": "Social applications and advertising",
   "category": "go_to_market",
   "dimension": "Direct advertiser relationships",
   "statement": "Sales teams served larger advertisers and agencies.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "FB6"
   ]
  },
  {
   "id": "facebook-meta-g06",
   "business": "Social applications and advertising",
   "category": "go_to_market",
   "dimension": "Auction allocation",
   "statement": "Advertising delivery used auction-based mechanisms.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "FB6"
   ]
  },
  {
   "id": "facebook-meta-g07",
   "business": "Social applications and advertising",
   "category": "go_to_market",
   "dimension": "Performance measurement",
   "statement": "Advertisers could evaluate campaign results through the platform.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "FB6"
   ]
  },
  {
   "id": "facebook-meta-p09",
   "business": "Social applications and advertising",
   "category": "product",
   "dimension": "Instagram acquisition",
   "statement": "Facebook acquired Instagram, adding a separate mobile photo-sharing network.",
   "event_date": "2012",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FB1"
   ]
  },
  {
   "id": "facebook-meta-g08",
   "business": "Social applications and advertising",
   "category": "go_to_market",
   "dimension": "Publisher participation",
   "statement": "Publishers sought distribution through the feed as it became a major attention destination.",
   "event_date": "2015",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FB3"
   ]
  },
  {
   "id": "facebook-meta-p10",
   "business": "Social applications and advertising",
   "category": "product",
   "dimension": "Mobile feed",
   "statement": "The feed presented content and advertising in the smartphone interaction pattern.",
   "event_date": "2016",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FB4"
   ]
  },
  {
   "id": "facebook-meta-g09",
   "business": "Social applications and advertising",
   "category": "go_to_market",
   "dimension": "Low-effort consumption",
   "statement": "Thompson connected feed curation to reaching users less willing to assemble their own content sources.",
   "event_date": "2016",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "FB4"
   ]
  },
  {
   "id": "facebook-meta-g10",
   "business": "Social applications and advertising",
   "category": "go_to_market",
   "dimension": "Segment reporting",
   "statement": "Meta reported Family of Apps and Reality Labs separately, preserving different economics.",
   "event_date": "2025",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "FB5"
   ]
  }
 ]
}