Facebook is expanding the internal user profiles that underpin its
targeted advertising system, for the first time including personal
information based on activities that did not occur within the boundaries
of its social network.
While Facebook has long maintained
internal profiles of users based on the comments they make and the posts
that they "like" within its social network, the company will now flesh
out those profiles with information based on some of the external
websites and mobile apps its members use, a move that could further
inflame concerns about how it treats personal privacy.
The
enhanced profiles will allow marketers to deliver more relevant ads,
Facebook said in a blog post announcing the change on Thursday. If a
Facebook user researches a new television on an external website or
inside of a mobile app, their profile might now indicate an interest in
televisions and in electronics, making it easier for advertisers
pitching electronic devices to reach that user on Facebook.
targeted advertising system, for the first time including personal
information based on activities that did not occur within the boundaries
of its social network.
While Facebook has long maintained
internal profiles of users based on the comments they make and the posts
that they "like" within its social network, the company will now flesh
out those profiles with information based on some of the external
websites and mobile apps its members use, a move that could further
inflame concerns about how it treats personal privacy.
The
enhanced profiles will allow marketers to deliver more relevant ads,
Facebook said in a blog post announcing the change on Thursday. If a
Facebook user researches a new television on an external website or
inside of a mobile app, their profile might now indicate an interest in
televisions and in electronics, making it easier for advertisers
pitching electronic devices to reach that user on Facebook.
Facebook already has access to much of this information through tools
that it uses to measure the performance of its ads as well as through
"plug-ins" that integrate Facebook features on third-party websites, but
the company has not until now incorporated the data into its users' ad
targeting profiles.
To quell potential privacy concerns, Facebook
will for the first time give users the ability to review and edit their
internal advertising profiles. By clicking on a button alongside
Facebook ads, a user can see all the "interests" on their record, remove
unwanted categories and add any desired categories.
that it uses to measure the performance of its ads as well as through
"plug-ins" that integrate Facebook features on third-party websites, but
the company has not until now incorporated the data into its users' ad
targeting profiles.
To quell potential privacy concerns, Facebook
will for the first time give users the ability to review and edit their
internal advertising profiles. By clicking on a button alongside
Facebook ads, a user can see all the "interests" on their record, remove
unwanted categories and add any desired categories.
Facebook said it will also provide a link to an industry website that
will allow users to not have their activities on websites tracked, as
well as a link to the appropriate controls within their smartphones to
eliminate mobile app tracking.
The new ad capabilities come as
Facebook strives to ramp up its advertising revenue amid competition
from Google while addressing persistent concerns about personal privacy
on the world's No.1 social network.
In April, chief executive
officer Mark Zuckerberg announced new features that lets users limit how
much personal information they share with third-party mobile apps.
Facebook,
Google and other online companies have faced increasing scrutiny and
enforcement from privacy regulators as consumers entrust ever-increasing
amounts of information about their personal lives to web services.
In
2012, Facebook settled privacy charges with the US Federal Trade
Commission that it had deceived consumers and forced them to share more
personal information than they intended. Under the settlement, Facebook
is required to get user consent for certain changes to its privacy
settings and is subject to 20 years of independent audits
will allow users to not have their activities on websites tracked, as
well as a link to the appropriate controls within their smartphones to
eliminate mobile app tracking.
The new ad capabilities come as
Facebook strives to ramp up its advertising revenue amid competition
from Google while addressing persistent concerns about personal privacy
on the world's No.1 social network.
In April, chief executive
officer Mark Zuckerberg announced new features that lets users limit how
much personal information they share with third-party mobile apps.
Facebook,
Google and other online companies have faced increasing scrutiny and
enforcement from privacy regulators as consumers entrust ever-increasing
amounts of information about their personal lives to web services.
In
2012, Facebook settled privacy charges with the US Federal Trade
Commission that it had deceived consumers and forced them to share more
personal information than they intended. Under the settlement, Facebook
is required to get user consent for certain changes to its privacy
settings and is subject to 20 years of independent audits
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