Speaking at Facebook’s London headquarters Dan Rose, vice-president of platforms and product marketing, said the social network was investing equal amounts in developing its own digital canvas and, secondly, producing other tools that enable brands to employ social features on the web.
He said: "We are indifferent to which ones they choose."
Rose said when Facebook launched, it actually encouraged developers to build on the web, but found they preferred Facebook because it allowed them to build "deeply social" experiences.
Rose said Facebook would not extend its advertising opportunities out of the platform onto the web. He said: "We are focused on improving the advertising experience on Facebook and we are innovating to make that social advertising experience better."
Rose also confirmed Facebook would not take a share of revenue from advertisers who are using its social graph data to serve better advertising across the web.
Bacardi is set to scale back its brand websites in favour of using Facebook, and is believed to be ready to shift up to 90% of its digital marketing spend to the site.
This week, Asos became one of the first brands in Europe to launch a fully transactional ecommerce store on Facebook.
