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Facebook Buys iPad Book Publishing App

Facebook has acquired Push Pop Press, an application that publishes e-books optimized for the iPad. Not that Facebook is going to, well, publish e-books on the iPad, as Push Pop Press said in a blog post about its acquisition. "Although Facebook isn't planning to start publishing digital books, the ideas and technology behind Push Pop Press will be integrated with Facebook, giving people even richer ways to share their stories."

The general consensus is that Facebook is making the acquisition in order to upgrade its visual and touch-interface elements and build out its HTML5 development team.

An Ad Application As Well

The technology could also be used to expand an ad format that rolled out earlier this year to mixed reviews - Sponsored Stories. This format takes friends' actions - such as a check-in or action within a Facebook app - and turns it into a de facto promotion for the company. Coke and Starbucks were among the first to try out the format. Little has been heard of the format since then.

Recently, however, VP of Advertising and Global Operations David Fischer told Fast Company that the unit was performing twice as well as standard Facebook ads - while still costing the same. "The key reasons it works is that it is engaging, it is social, and it is reflective of what brings people to Facebook overall, which is to share and connect," he said.

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