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    • May 15th, 2012 02:58 PM

    Changes in Facebook Privacy Policy Will Further Off-Facebook Advertising On the Net

    Facebook has made some changes in its data use policy. This will encourage off-Facebook advertising penetration to the net and will also increase companies’ profits.

    Facebook has updated its data use policy. It has promised to the Irish privacy regulator to be more clear and particular in taking an advantage of the users’ information that it has.

    There are some aspects that are worth knowing for any user:

    1) Facebook openly states that it can exploit user’s data outside of Facebook in order to show a user ads. This social net used to save its users information received from different sources for 180 days. According to the latest changes, it is announced that now this information is saved as long as it is necessary to provide a user with the service. For example, if such company as Zynga gives Facebook information about its top scoring players in order to aim them with ads, then Facebook will delete this information only after this ad campaign stops. But if Zynga company posts its top scoring data on its wall, then Facebook will not move this information during 180 days. Facebook has also confirmed that users’ information can be also exploited in order to display ads to the users outside of Facebook. The previous policy determined that the company could provide ads with a social context outside of Facebook. Now it openly tells that all ads kinds can be served. So, everything that user does or say on Facebook can be exploited to serve him / her ads. According to this policy Facebook can advertise services to a user off of this social network, basing on the information that is on Facebook.

    2) Facebook has also admitted that it still has no specific product to introduce, but this tends Facebook to set an advertising network to show ads all over the Web. Realizing how much Facebook knows about its users, this network probably might have been more successful than present-day networks that judge about users preferences according to the cookies listed after the visited websites. Certainly, it would probably work if a user remained logged into Facebook while wandering along the Web, opposed to a cookies-based method.

    According to Justin Brookman (director for the Project on Consumer Privacy at the Democracy and Technology Center), Facebook pegs the right to serve ads off of the social net. This will not imply increase of information gathering. There is also a number of other companies, for example, LinkedIn and Amazon, that have already started acting like this.

    That exists also one more problem for advertisers. Users entering the site with the help of different mobile devices do not see the ads at all. Still the future prospects of “off Facebook” are very interesting when it touches upon advertising. Perhaps, one day when a person comes to a shop, equipped with a digital billboard, he / she will be recognized either with the help of special Facebook cameras that provides face recognition service or signature from user’s phone. So, then a user can be offered an ad or a coupon based on information that Facebook possesses about this user. But for now this is just a dream.

    Facebook explains its data use policy (in order to favor Irish privacy regulator) on the one hand and on the other hand it reminds IPO investors about an additional way to receive income for the company.

    There are also some other interesting aspects of data use policy that are worth mentioning:

    1. User’s gender and timeline cover photo are public information.

    2. When a user removes his / her account from the site, a user and his / her content do not entirely disappear. He / she will still appear in his / her friends’ friend lists.

    3. When the account is deleted, not everything that was done by the user will be deleted. For example, messages that user have written will stay in the friends’ inboxes.

    4. Facebook has created a new informational schedule where there is all necessary interesting information about cookies.

    Clearly, data use policy of Facebook is not focused on protecting its users’ private information. Moreover, it explains its users the ways their information can be exploited.

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