You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract How Facebook Becomes the Biggest Player In Advertising's $540 Billion World By Selling Relationships, Not Impressions By Ben Elowitz, Published on June 29, 2012 16 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.