Dive Brief: 

• According to Kelly MacLean, Facebook's lead ad planner in emerging markets, the way people consume ads in developing countries is much different than the U.S. 
• Consumers in developing countries —​ like Brazil and India —​ actually enjoy Facebook ads and want to connect with brands more. 
• The reason behind the positivity toward ads, according to MacLean, is that owning brands is equated with moving up in social and economic status. 

Dive Insight: 

Before things like Facebook connected the world, these cultural differences wouldn't have been as easily studied. For Facebook, the developing world —​ which makes up 30% of its users —​ is a lucrative market. Because of their positivity towards brand ads, the developing world is also a place for brands to take advantage of audiences more welcome to their messages.