Most communications pros are somewhat familiar with Facebook’s on-platform advertising product, which delivers ads to users who are logged in based on their interests.
What might be less familiar is Facebook’s work in targeting non-users.
The social media giant is expanding Facebook Audience Network in an effort to become the internet’s go-to advertising platform by serving ads to non-Facebook users across the web.
Previously, Facebook Audience Network allowed the company to target ads to Facebook users on non-Facebook sites based on their self-identified interests. This announcement means that Facebook thinks it can learn enough about non-users to serve up ads.
The Wall Street Journal reports that Facebook will use cookies, plug-ins and other data to identify non-Facebook users on third-party websites. Facebook will use its own insights to essentially make guesses about non-users to figure out which ads to serve them.
If website publishers decide to adopt the Facebook Audience Network, they’ll make money, of course, but Facebook will add another significant revenue stream. The Wall Street Journal estimates that Facebook takes 30 percent of the revenue, while publishers take the rest.
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Facebook officials have said that non-users will be able to opt out of the interest-based ads.
How do you think this approach will pan out, PR Daily readers?
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