The world’s largest social media platform, Facebook is all set to power advertisers, and has announced to display ads to all web users including those who are not members of its social network.
The move was announced by Facebook, from now on it will help marketers show ads to all users who visit websites and applications in its Audience Network ad network. Previously, the social media platform only showed ads to members of its social network when they visited such third-party properties.
“One of the things we’ve heard from people is that many of the ads they see are annoying, distracting, or misleading. We think companies can do better, and that’s why we’ve been focused on improving ads both on and off Facebook,” said Andrew Bosworth, Facebook VP, Ads and Business Platform.
The latest move mean Facebook will help to sell and place a much larger portion of the video and display ads that appear across the Internet. It would also increase competition with Google, which is the world leader in global digital-advertising market.
“Publishers and app developers have some users who aren’t Facebook users. We think we can do a better job powering those ads,” said Bosworth.
Giving the reasoning behind the move, Facebook believes it can more accurately target non-members using the vast amounts of data, as only 1.7 billion people who use the site. The social platform 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 told the Wall Street Journal.
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