Facebook starts testing targeted ads in News Feed

The company said it is launching a small test which will be later expanded

Facebook has started displaying targeted ads in some users' desktop News Feeds in a test of Facebook Exchange ad delivery system.

"Allowing advertisers to reach people in News Feed is important because people spend more time in News Feed than any other part of Facebook," the company said in a blog post on 26 March announcing the "small alpha test".

Until now, advertisers were able to run standard ads in the right-hand side bar of Facebook on the desktop. Now, they can do the same for ads in the News Feed on the desktop, Facebook said. Advertising changes for mobile clients were not announced.

Targeted ads will be served to users via Facebook Exchange (FBX), a way of advertising on Facebook introduced last fall that shows ads to people based on their browsing interests, Facebook said. "We ... believe that ads delivered through FBX will create more relevant ads for people," the company added.

The introduction of FBX for the desktop news feed will not change the number of ads people see in their feeds, it added.

For the closed alpha test, Facebook works with a small number of advertisers but it will expand News Feed ads to other advertisers "over the coming weeks".

Facebook already faces a legal threat for showing ads in News Feeds in Europe. By placing unsolicited advertisements in users' news feeds the social network could be breaking the European Directive on Privacy and Electronic Communications, the consumer Ombudsmen of Norway, Sweden and Denmark said in November.

According to that directive, electronic mail for the purposes of direct marketing may only be sent to subscribers in Europe who have given their prior consent, otherwise it's considered spam, according to the Ombudsmen. They wrote a letter to the former European Commissioner for Health and Consumer Policy, John Dalli, to raise the issue. The ombudsmen expected to receive a reply from the Commission early this year, but they are still waiting, Norwegian Consumer Ombudsman Gry Nergard said.

Until the Commission decides if Facebook's News Feed advertising practices fall within the scope of the directive "we have decided not to force them", to do anything, Nergard said. For the time being, the Norwegian Ombudsman asked Facebook to provide an advertising opt-in for users, but Facebook decided not to introduce one, Nergard said. In a letter sent to Facebook on Tuesday Nergard asked the social network "nicely" to introduce an advertising opt-out for users instead.

Follow CMO on Twitter: @CMOAustralia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Modernization on marketing to promote products and business is really a big leap especially the age of social media. Thanks for sharing s...

Brayden Manchee

How National Tiles used digital personalisation to deliver 15 per cent of revenue online

Read more

Great write-up. I wrote an article about ASMR as well and the top ASMRtists:https://medium.com/illumina...

Dexx Mason

ASMR: Flash in the marketing pan, or something more?

Read more

Nice to be visiting your blog once more, it has been months for me. best mp3 converter

Yolanda R. Skillman

Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

Read more

Typically I visit your web journals and get refreshed through the data you incorporate yet the present blog would be the most obvious bes...

Yolanda R. Skillman

What automated design is going to do to 3D printing and product customisation

Read more

I am overpowered by your post with such a decent theme. best mp3 converter

Yolanda R. Skillman

Report: Accountability key to marketing's influence in business

Read more

Blog Posts

Why direct response advertising is winning this year

In response to the COVID-19 crisis, brands around the globe are going into hibernation and waiting out the ongoing storm. CMOs have dramatically slashed their budgets across every single form of media, digital included.

Sabri Suby

Founder, King Kong

Taking back control of your tech

To win in customer experience, brands need to take back control of their technology.

Michael Titshall

VP, managing director, R/GA Australia

Brands with internal customer insights capability will survive and even thrive

According to The Australian Bureau of Statistics, two-thirds of Australian businesses across all sectors have reported taking a hit to revenue or cash flow due to COVID-19. About one in 10 said they have paused trading altogether. In 70 per cent of cases, this was due to COVID-19.

Pip Stocks

CEO of BrandHook and founder of Hearsay

Sign in