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."
The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.
If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.
Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
Thank you! That was useful to know.
Belia Adam
Why your best social marketing brand tool could be hiding in plain sight
Because you are missing the point of the term "disruption"
Sean
Uber for the truckies: How one Aussie startup is disrupting the freight industry
Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...
Quasi Carbon
Unilever CMO threatens Facebook, Google with digital advertising boycott
How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M
Alex Atmavan
Rethinking gamification in marketing
True Local - one of the least credible review sites on the entire internet.
MyNameIsStomp
Former Virgin Mobile CMO and CEO joins oOh! as first customer chief