Excited by the Facebook-Marin integration and Chris Copeland’s “Life After Google” speech at SIS Captiva, we scoured the Web for money quotes on Facebook’s monetization strategy.

We learned Facebook wants to position as a demand-generation channel, against Google, in the 90% of the funnel above the point of purchase. Expect Facebook to join Microsoft’s Atlas in speaking out against the last-click attribution model and bringing innovative multi-attribution solutions to the table in the coming months.

Here’s how ex-Googler Sandberg laid it out for Vogue:

“Google makes money because it commands 50 percent of online advertising dollars spent on that final stage, the one that gets people to make a purchase. But that stage represents only 10 percent of all ‘ad spend’— here she writes “$690 billion,” then draws an arrow to her ‘online ad spend’ column. Facebook can dominate the other 90 percent devoted to ‘demand generation’ ($621 billion a year!). It’s not unreasonable, she thinks, that Facebook could wind up getting a substantial part of that, every year.”

Mashable’s article on Vogue’s profile is here:

http://www.buzzbox.com/top/default/preview/vogue-features-facebook-coo-sheryl-sandberg-in-may-issue/?id=1066949&topic=facebook%3Asheryl-sandberg