Next month Facebook will start targeting users with ads based on the “Like” and “Share” buttons they have clicked on publisher websites.
First announced in June 2014, interest-based ads utilising Like and Share targeting data will be shown to people on Facebook, Instagram and any mobile apps using the Facebook ad platform.
At the same time, Facebook’s Stephen Deadman has said that it is easy for people to opt out of interest-based advertising (but not all advertising altogether) through Facebook’s ad settings page. Under Settings > Ads, they can select and turn off the “ads based on my use of websites and apps” setting.
Why should you care?
Marketers should find the additional data helps improve their interest targeting, particularly if Facebook buttons on their sites and mobile apps have had good use.
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Jeremy is a Partner and Senior Consultant at SureFire. Jeremy has been working in search since 1996, when he joined the Australian search engine, LookSmart. After relocating to San Francisco, he was instrumental in development of the company’s paid search ad platform. At analytics company Coremetrics (now owned by IBM) he established an in-house search agency managing campaigns for Coremetrics clients such as Macy’s, Bass Pro and Lands End. At Acxiom he managed members of the pioneering SEO firm Marketleap and worked with clients such as Capital One, American General Finance and Kaiser Health. Joining SureFire in 2009, he develops search strategies for SureFire clients and helps them make sense of their website data.