Filed under: #mktgcloud, Behavioural Targeting, Datarati | Tags: Behavioural Targeting
Facebook has filed for an ad targeting patent that lets the company direct ads based on the tastes of a a user’s friends, on top of their own explicit interests.
It seems to be linked to a “Friends of Connections” targeting feature that the company launched last November, allowing marketers to reach friends of fans of their Pages or application users.
But it also covers other twists on the idea, including using a person’s browsing habits or actions on the social network to target ads. Although the patent document only appeared earlier this month, the company filed for it in April of last year.
Facebook argued in the filing that self-reported interests often leave out people who might fit within a targeted group for an advertiser. The idea would be to help marketers reach potential customers who haven’t shared enough information about themselves to feed Facebook’s ad targeting algorithms.
“An advertiser may miss out on members who have “incomplete” profiles–incomplete only in the sense that the profiles lack the information that the ad’s targeting criteria is testing. Thus, the advertiser’s reach is significantly reduced,” according to the patent application.