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

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in