The new Facebook like button that was rumored to be launched at this year’s f8 will power a new enhanced behavioral ad network (see update below) according to the Financial Times. As FT states, “data from these interactions would be used to target them with related adverts once they return to Facebook.com”. Details on the system are extremely limited, however we’ll have the full details once announced at Wednesday’s f8 event (see update below).
While this form of advertising targeting is used by a number of large ad networks, for Facebook to use this advanced form of targeting will start putting the company in a interesting privacy position. It also sounds as though this could be tied to the new privacy policy that was rolled out recently and has been criticized by numerous privacy advocates.
Facebook has demonstrated a willingness to push the boundaries of user privacy in the past, especially with the launch of Beacon, and it sounds like they may be pushing the boundaries once again. Whatever is being announced, we won’t have to wait long to find out the full details. It’s also important to understand that this information will be based on users clicking on Facebook “Like” buttons, so it requires user action.
Do you care what type of information Facebook collects about you? Do you want more targeted advertisements?
Update
Barry Schnitt of Facebook posted a clarification in the comments stating “the Financial Times incorrectly suggested that Facebook is launching a behavioral ad targeting at f8, our upcoming developer conference”. Additionally, “we have no announcements or changes planned to our ad offering or ad policies.” That would suggest that no behavioral ad network will launch in the immediate future which would also suggest that there isn’t really a story here. Facebook has confirmed that “Like” will become the new phrase instead of “Become A Fan”, but aside from that, there isn’t a new ad network being launched.
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Just to clarify, the Financial Times incorrectly suggested that Facebook is launching a behavioral ad targeting at f8, our upcoming developer conference. Their story has been corrected. As we have said previously, we are moving from ‘Become a Fan’ to ‘Like’ to make the language on the site more consistent but we have no announcements or changes planned to our ad offering or ad policies.
Barry Schnitt
Director, Policy Communications
Facebook
barry@facebook.com
650.543.4979
Comment by Barry Schnitt — April 18, 2010 @ 10:02 pm
I didn’t know people even clicked on ads. I’ve just been ignoring them.
Comment by Alex — April 19, 2010 @ 1:44 am
As an administrator of a fan page that is used FOR THE SOUL PURPOSE of allowing people to become fans of my website, I find this change incredibly ridiculous. Along with the many other changes you've made lately, none of which I've liked, but this one is really the biggest mistake of all. Fan pages are one of the biggest draws of Facebook. Changing this is a big mistake.
Comment by Jess — April 19, 2010 @ 1:26 pm
This stinks quite frankly. I just got finished moving my site over the Facebook from MySpace!!!!! Now it looks like I have to turn around and go crawling back to MySpace on my hands and knees. I want FANS, not LIKES!!!!
Also aggravating is now when we get a new fan of our page, we can't see who it is! How are we supposed to know who are latest fan, I mean "like", is? I'd like to know who the new people are on my site.
This just made a big mess and cost me a couple weeks of wasted time only to have to go back to MySpace again!
Lousy move Facebook, this one could be your downfall.
Comment by Trey — April 20, 2010 @ 5:29 pm
Jess, do you think that they care about user's opinions?
Comment by insanelyapple — April 21, 2010 @ 12:58 am
seems like a couple of the posters here have missed the point entirely. good luck.
Comment by gecko — April 21, 2010 @ 11:25 am
If I go to a merchant site, I would like to know how many of my friends like the merchant rather than his total 'like' count.
Comment by niranjan — October 8, 2011 @ 10:25 am
nice information
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Comment by gadget | technology — November 17, 2011 @ 6:56 am