eBay's Paypal Media Network could offer a model. PMN incorporates local store inventory, barcode-scanning app RedLaser, Bill Me Later and Shopping.com. For now Square's holdings are much more focused, but if it begins to support more functions in the local business supply chain, an extension into ads could make sense.
Prior to Facebook, Rajaram co-founded Chai Labs and later sold it to Facebook in August 2010. He had previously been a product-management director for Google AdSense.
At Facebook, he was fond of saying the company could go after the whole funnel, a thesis he sought to prove through product initiatives around real-time bidding (FBX) and offline conversion tracking (through the company's Datalogix partnership). He said the acquisition of Atlas earlier this year was in part a move to drive better attribution insights for clients, especially across devices.
"Our goal is to be able to measure cross-device insights, and be the best ad-serving platform on the Internet," he told AdExchanger at the time.