19 June 2012
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ABC ction News
Facebook will soon be using your Web browsing to help decide which
advertisements you see. A new Facebook system will use your activity on other websites to send
you what Facebook thinks are ads about your current interests.
Advertisers will, in effect, be bidding to get their ads in front of
you. The site
announced the new system, called Facebook Exchange, to
marketers last week. It's expected to begin rolling out in the next
couple of weeks. Real-time bidding is already widely used across the Internet. In a blog
post, Mike Stiles of Atlanta-based social marketing company Vitrue
compared the feature to Google's Ad Words, which pushes an advertiser's
ad in front of users when they search for a keyword that advertiser has
chosen. Currently, Facebook ads are targeted based on users' profiles and the
companies or other pages they "like." Stiles writes that model will
still be available for advertisers, but the new one should be more
specific. Facebook noted that users will be able to opt out of Exchange by going
to the site's About Ads page, by clicking on an "X" that appears on the
ads themselves or by blocking cookies on their Web browser. The company statement said Facebook won't share any user data with the
advertisers and that no advertising controls that users currently have
will go away.
Original source