Facebook ads track non-users
“Publishers and app developers have some users who aren’t Facebook users,” Andrew Bosworth, vice president of Facebook’s ads and business platform, tells the Journal. “We think we can do a better job powering those ads.”
Targeted advertising has become commonplace across the internet, but Facebook believes it can more accurately target non-members using the vast amounts of data it already has on the nearly 1.7 billion people who use the site. The company says it can use that data to make inferences about the behavior of non-members, an approach known as “lookalike” targeting. “Because we have a core audience of over a billion people [on Facebook] who we do understand, we have a greater opportunity than other companies using the same type of mechanism,” Bosworth tells the Journal.
Facebook updated its cookies policy page on Thursday to reflect the changes to its ad network. Users with a Facebook account can opt-out of the ad scheme by adjusting their settings, while non-Facebook members can opt-out through the Digital Advertising Alliance in the US, the Digital Advertising Alliance in Canada, and the European Interactive Digital Advertising Alliance in Europe.