Facebook has now announced a decision to switch up its sales structure to be more accommodating at a local scale, wherever possible. What that means for advertisers is going to depend on what country a given advertiser is operating in. By way of example, the company says the shift in focus will apply primarily to countries where a local office is available to support sales by local advertisers. More directly, what that means is that advertising revenues, in countries where an office is present, will no longer be recorded by Facebook's international headquarters in Dublin. Instead, that will be recorded locally, within a given country. The plan is to have the change completely implemented in the first half of 2019, with the bulk of the policy implementation to be completed over the course of 2018. However, each country with offices will be included in the policy one at a time – as opposed to implementing the change as a widespread, immediate policy change. Facebook says that will give it time to address unique differences between countries on an individual level.
As to the reason for the shift, the company says that the restructuring is in response to requests from governments on a global scale for more transparency. Localization, the company claims, will enable transparency to governments, legislators, and other policy officials, with regard to "revenue associated with locally supported sales" in a given country. The separation between offices could feasibly also make it easier for Facebook to respond to a request from any specific government without incidentally or accidentally divulging information that is really only pertinent to other world regions.
Meanwhile, this latest change also follows several other changes the company has made in terms of advertising and content control – which is where the company makes the bulk of its revenue. Among those changes, the company recently decided to provide better, more definitive policies around what kinds of content can generate revenue via the service. Moreover, the changes are part of a series of greater, company-wide changes that Facebook is undergoing in order to better serve customers from every portion of the market. Those changes have also included responses to "fake news" allegations, experimental privacy tools, and other policy reviews – which appear to be part of a still larger movement among technology companies in general.