Wednesday, June 1, 2016

Facebook Ads Will Now Target Non-Members on Third-Party Sites

 

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Facebook wants to dominate advertising on the Internet.

The social network has revealed it will begin showing ads to non-members across the Web. Until now, only Facebook users could see advertising from the social network on third-party websites or apps courtesy of Facebook’s Audience Network.

Facebook ads and business platform vice-president Andrew Bosworth, in a blog post, said Facebook will now help publishers’ and marketers’ ads be visible to anyone who visits websites and applications that are part of its ad network.

Although it may not seem like a big deal, as the Wall Street Journal points out, it could mean Facebook will soon be able to sell and place a significantly higher number of video and display ads across the Web.

“Publishers and app developers have some users who aren’t Facebook users,” Bosworth told the Wall Street Journal. “We think we can do a better job powering those ads.”

According to the report, Facebook will use cookie tracking combined with its buttons and plugins as well as other data to detect non-members on the third-party websites. From there, Facebook will get fancy with ad targeting, using algorithmic patterns to guess what types of ads particular Web surfers would be interested in seeing.

Bosworth, in his blog post, said all ads will be reviewed against Facebook’s standards to “ensure they are as respectful of people’s experience as possible.”

“For example, we don’t permit ads that include sound unless you interact with them and we prohibit deceptive ads and ads for unsafe products and services. We’ve developed technology to determine when someone clicks on an ad on a mobile device by accident, so you don’t get taken to a website or app you didn’t mean to visit,” he wrote.

“We also offer everyone controls over the ads they see, including tools to opt out of online interest-based advertising. If you have an account, you can do this directly from your Facebook settings, and we honor your choice wherever you use Facebook.”


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There is an option for Facebook users to opt out of seeing ads on apps and websites not offered by Facebook, based on ad preferences. Simply visit Facebook settings or tapping the AdChoices icon next to an Audience Network ad.