Facebook reported ad revenue earnings of $6.24 billion in the second quarter of 2016, up 63% year over year. Not bad for the social media network that just proclaimed it has no ambition to become a media company.

If it holds, according to founder and CEO Mark Zuckerberg, that Facebook does not produce any content, then for what are the more than three million advertisers willingly handing over their billions? The short answer: Connections.

Zuckerberg's interest in the direction of his company lies in technology – building the tools through which users can connect and share their own content. Advertisers are fully aware that when they shell out the big bucks, they are doing so solely to gain entry onto the superhighway of 1.7 billion active monthly users, hoping to divert some quantity of traffic to their brand's content.