140 Proof CEO and CTOs Jon Elvekrog and John Manoogian III speak out in Forbes and in USA Today about the Interest Graph, Facebook’s Ad Platform CPM, and what it means for the social juggernaut to expand its targeting and dominate the feed.

In Forbes:

Jon Elvekrog, CEO, and John Manoogian III, CTO of 140 Proof, a social ad company: The cofounders, who work less with Facebook than with Twitter (thus the name, a play on the number of characters in a tweet), believe Facebook is only now starting to emerge from a long bout with what Elvekrog calls “Googleitis.” That’s the tendency of ad companies to create ad systems that look like Google’s, which is to say automated and focused on direct-response.

Such has been the case with Facebook’s ads until recently, they say, when the company has begun to see results from “a pretty big pivot toward a brand- and audience-centric approach” in the last six to 12 months, says Manoogian. Still, the pair thinks Facebook remains mostly dependent on direct-response ads, a business that Elvekrog notes “isn’t exactly broken” at close to $4 billion in revenues. “But that momentum may slow them from changing too much too quickly” toward the brand focus that Facebook COO Sheryl Sandberg and most ad folks think should be its ultimate mainstay.

In USAToday:

Improving its CPM is a matter of Facebook “targeting” what users subscribe to and status updates from friends, says John Manoogian III, CTO of social advertising company 140 Proof. “They’re not really taking advantage of the feed. They’re still putting most of their effort into the right rail” ads on the side of member profiles, where both attention and clickthrough rates are lower. The feed is where users look, and where ads perform the best.