Here are my top industry stories for today’s #Friday5 round up: Vault, Magazine Media 360, Hong Kong, Twitter Fabric and Facebook Healthcare: 

1. With New Ad Platform, Facebook Opens Gates to Its Vault of User Data (New York Times, September 28, 2014): As my colleague, Pasha Ishrad pointed out, what makes Atlas (formerly Microsoft technology) a relevant challenger to Google’s Ad Sense are two main factors: people Based marketing and mobile measurement. 
2. Magazines Get a Way to Measure Their Reach Across Media Platforms (New York Times, September 29, 2014): I guess this has been a long time coming. Magazine Media 360, an audience measurement tool, will for the first time collect engagement data for individual magazines. “’Given the success of many magazine brands on those new platforms, continuing to rely on print circulation and ad paging to determine demand for magazine media would be like measuring the viewership of the Super Bowl exclusively based on the people who watched it in the stadium,’ Ms. Berner said.” 
3. Cell phones and umbrellas: Protesting Hong Kong-style (CNN, September 30, 2014): Technology has certainly transformed how we organize and mobilize for a cause. The Hong Kong protests are a prime example: “It’s a high-tech response to a high-stress situation. Armed with top-of-the-line phones on some of the world’s fastest mobile networks, Hong Kong’s young protesters are able to organize themselves at a lightning pace older generations of activists could have only dreamed of.” 
4. Report: Twitter Creates New Platform to Make Nice With App Developers (Mashable, October 1, 2104): Looks like Twitter is going to launch a new app development platform called Fabric to re-court developers. After cutting off access to their API (reference Twitpic story I flagged from a few weeks back), the platform (when it launches) will supposedly aim to catch Twitter up to the likes of Facebook and Google. 
5. Exclusive: Facebook plots first steps into healthcare (Reuters, October 3, 2014): Facebook already knows everything about each of us so they might as well helps us with our health issues too, right? Reports are saying the company is exploring “support communities” and “preventative care” applications.