Facebook announced that it will now “bring people better ads” on Thursday. The social media giant will now be able to display advertising even to those who don’t use Facebook.
This is a strong, affirmative step towards enlarging the online ad network.
Facebook will now use embedded plugins, cookies, and “likes” on other sites to track non-users exactly like its’ members. Facebook argues that this strategy will be beneficial for those who are unfamiliar with the platform. Also, it will improve targeting and provide only with relevant ads. Targeted advertising is widely used in online marketing, in fact, it is the most efficient commercial strategy. Using the enormous amount of information that users pour into the web just by going online, companies create content that will be interesting to certain groups of people. The criteria vary (age, gender, geographical location, etc.). Facebook believes that this new strategy will help them target non-users based on the data collected on more than 1.5 billion of Facebook users, using “lookalike” targeting.
Europe isn’t very enthusiastic about this new Facebook feature. The legislators claim that this new policy violates user privacy laws.
Users who have a Facebook account can unsubscribe from this ad feature by adjusting settings and non-Facebook members can opt-out through the European Interactive Digital Advertising Alliance in Europe, the Digital Advertising Alliance in the US and the Digital Advertising Alliance in Canada.