Facebook begins aiming ads at non-users

Don't use Facebook? The company may still be tracking you and the ads you see

Facebook is expanding its ad network past its own borders, encompassing Internet users who don't even use the social network.

The company said it's looking to improve ads, both on and off Facebook.

One industry analyst said the move will enable Facebook to extend its reach in mobile advertising, and that should mean increased revenues for the world's largest social network.

"Digital advertising is a very big deal," said Ezra Gottheil, an analyst with Technology Business Research. "This is actually good for advertisers, too. They don't want to show ads to people who don't want to see them. It detracts from the content site experience."

The seeds of this new move started two years ago when the company launched the Facebook Audience Network, aimed at helping advertisers extend their reach beyond Facebook and into other mobile apps.

With that initial effort, Facebook only showed ads on other sites to users who had their own Facebook accounts.

As of this week, that's no longer the case.

"Today, we're expanding Audience Network so publishers and developers can show better ads to everyone – including those who don't use or aren't connected to Facebook," wrote Andrew Bosworth, vice president of Facebook's Ads and Business Platform, in a blog post. "One of the things we've heard from people is that many of the ads they see are annoying, distracting, or misleading. We think companies can do better, and that's why we've been focused on improving ads both on and off Facebook."

That means Facebook will not only be tracking its own users but also non-Facebook users.

The company is expected to use cookies, the familiar "like" buttons and plug-ins embedded in participating third-party sites.

Facebook, said Gottheil, will be acting somewhat like an ad broker.

"They contract with advertisers and agencies to place the ads, and they contract with other sites to display them," he said. "They use tracking cookies to aim the right ads to the right people. The difference is, they also have Facebook. They have a display space for ads, and they know a lot of users."

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

Great Post.Thanks for sharing such an informative article.I have worked with Ally Digital Media and it has a very good service which is b...

Utkarsh Kansara

Predictions: 17 digital marketing trends for 2017

Read more

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Latest Podcast

More podcasts

Sign in