Social media platforms Twitter and Facebook introduce new tools for targeted advertising.
Ads in Twitter will focus on user preferences in reading blogs and message exchange. Facebook will allow advertisers to use the personal data of customers. Experts fear again violations of user rights to privacy.
Microblogging service Twitter and social network Facebook introduced new tools for advertisers to make their ads more effectively reach the end user. Targeted advertising, which will see the visitor Twitter, will be based on the fact of what blogs he follows and what position he shares in their news feed, and the service will not analyze text messages, writes The Wall Street Journal.
"Targeting of interest" in Twitter will be the answer on Facebook, in which advertisers have long placed ads based on what the user publishes under which content makes a note, "I like" and that makes the pages of the network. "This is one of the most interesting tools that Facebook offers advertisers - quoted WSJ co-founder and executive director of the company Awe.sm Jonathan Strauss. - Twitter makes sense to do something like that."
Facebook enables new function social targeting advertising
Facebook went on. Starting next week, its biggest network will allow advertisers to use to place targeted advertising data users, including email addresses and phone numbers.
In Facebook promise that access to the data from the network user accounts with advertisers will not be there, they can use only their own customer base, that is, data that the user left in the shopping online or ordering online. This is a new way for companies to build constructive relationships with users who have already used their services, according to Facebook.
For example, an online retailer Amazon via the social network will be able to advertise the publication of authors whose books you have already acquired through the online platform. If he does have an email address of a real person, the company will be invited to join the community of Facebook. Online, she can better direct advertising book, for example, for a married woman 25-45 years with a child.
Most social network data from the customer bases of companies will also come in encrypted form, so that the not exchange of "intimate" information between the platform and advertisers, say in Facebook: "When a new solution, we first of all guided by data security. The advertiser does not leave any specific data to the client Facebook ".
Still, experts fear that the user's right to privacy may be violated. Some of the data will be safe, said analyst John Koytser VentureBeat: none of the parties does not have the data, which it does not have.
"However, users may wonder:" Is this a good opportunity to keep the actual privacy when companies can do almost all the action, as if they had full access to information about the users'
- He says. Koester is waiting for the European and U.S. regulators will make objections.
Additional features of targeting Twitter also involve risks, as users may not understand and not be able to control how the microblogging service evaluates them. "The Twitter user does not always clearly expressed their attitude to something, as in Facebook, - said eMarketer analyst Debra Williamson. - If you directly to Facebook saying that you like, in the opinion of Twitter for more than the sum of assumptions."
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