Tags: facebook | advertising | profiles | users

Facebook Advertising Profiles Can Be Seen, Edited by Users

Image: Facebook Advertising Profiles Can Be Seen, Edited by Users

By    |   Thursday, 12 Jun 2014 01:01 PM

Facebook is giving users access to the "advertising profiles" it's constructed about them through its automatic data-gathering software.

The world's foremost social network announced Thursday that it will let users see the dossiers it keeps about their likes and interests in the coming weeks, and users will be able to actively edit those profiles. That means they can opt for video game advertisements over clothing ads, for example, The New York Times reported

So far, Facebook serves ads based on an "ad profile" compiled behind-the-scenes. The ad profile is constructed based on what the company knows about a user's demographics — such as age, gender, and marital status — as well as a user's activity — which includes pages they "Like" and what kind of links they've shared in the past.

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By letting users access and edit their ad profile, Facebook is hoping they will correct any incorrect assumptions built by the company's data gathering software, and volunteer more specific preferences for the type of ads they see.

That information will increase the network's ability to serve ads with precision, and is likely to please advertisers, who will pay top dollar for ads that are targeted to such a significant degree.

Many see it as a win-win for both the company and its users, as the Federal Trade Commission and Obama administration have called for giving users more control over the private data corporations collect about them.

At the same time, Facebook announced it will expand its automated data-gathering by looking at user's smartphone habits, and web-browsing history.

"For as long as Facebook has sold advertising, people have been wary about what Facebook has been doing with their data," eMarketer's principal analyst Debra Aho Williamson told Ad Age. "By making these two announcements together, Facebook is saying, yes, we're gathering more data to target, but you have control over what data we're able to use."

She said some people will "appreciate" that they're seeing ads that are more relevant to their lives, but "other people will get weirded out by that."

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Facebook is giving users access to the "advertising profiles" it's constructed about them through its automatic data-gathering software.
facebook, advertising, profiles, users
366
2014-01-12
Thursday, 12 Jun 2014 01:01 PM
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