Facebook privacy head suggests company will serve ads on other sites
Erin Egan gives credence to speculation that Facebook is gearing up to place ads on third-party sites
During Monday's Web chat, which was intended to answer users' questions about the proposed changes, Egan went out of her way to mention the policy's reference to ads on third-party websites.
"We've always said in the data use policy that we may serve ads off Facebook and we may use that same information to serve you an ad off Facebook," she said.
"We have nothing to announce yet," Egan said before explaining how the off-site advertising would work.
If a user's friend "likes" a product, Facebook might serve that user an ad for the product -- Coca-Cola, for example. The user will likely see the "social context" below the ad. It might say "Andrew likes Coke," Egan explained.
Facebook could in the future deliver the same user with the ad on another website, with or without the social context that explains why the user is seeing it, Egan said.
Sarah Downey, a privacy strategist with privacy software vendor Abine, said the potential expanded use of ads could affect user privacy.
The policy change suggests that Facebook will use what it knows about users "outside the Facebook ecosystem," Downey said in an email. It also makes clear that Facebook scans all types of user content for hints about consumer preferences.
"Even if you don't explicitly say you're a sci-fi fan, they can analyze posts about movies you've seen, articles you've read, and deduce that you are a sci-fi fan and target you with sci-fi ads," Downey said.
Facebook already leads the market in display advertising, but faces stiff competition from Google.
Cameron Scott covers search, web services and privacy for The IDG News Service. Follow Cameron on Twitter at CScott_IDG.
- It's Not Them, It's You: How Customer Experience Impacts Your Identity and Access Management Practices Customers want more online access, but they also want to do less to get there: more mobility with less hassle. More security, but...
- 5 Reasons It's Time For Secure Single Sign-On While cloud-based applications provide many business benefits including lowering capital expenditures, they can also drive up operational expenses by requiring more administration and...
- Identity is the Center of Omnichannel This paper covers the benefits of adding an identity layer to bridge the gaps of simplified access, multiple entry points and authentication -...
- How to Extend Identity Security to Your APIs This paper discusses what these standards and specifications are, how they can be composed with existing standards like SAML, and details about how...
- What Does it Take to Deliver a Superior Customer Experience? The Two Top-Rated Online Retailers, B&H Photo and Crutchfield Electronics, Share Their Secrets Discuss practical CX tools and service methods such as contact center agents and the use of realtime speech analytics to help contact center...
- Accelerate your innovation with IBM Bluemix™ Join us for a webcast introducing the new IBM BluemixTM. IBM Bluemix (www.bluemix.net) is a developer oriented Platform as a Service (PaaS) environment... All E-business White Papers | Webcasts