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To that end, the social network and online advertising company said Thursday it will now help marketers show ads to all users who visit websites and applications in its Audience Network ad network. Previously Facebook only showed ads to members of its social network when they visited those third-party properties.
The change is a subtle one, but it could mean Facebook will soon help to sell and place a much larger portion of the video and display ads that appear across the Internet. The change will also intensify competition with Alphabet Inc. subsidiary Google, which dominates the global digital-advertising market, and a wide range of other online ad specialists.
“Publishers and app developers have some users who aren’t Facebook users. We think we can do a better job powering those ads,” said Andrew Bosworth, vice president of Facebook’s ads and business platform.
[..]
“Our buttons and plugins send over basic information about users’ browsing sessions. For non-Facebook members, previously we didn’t use it. Now we’ll use it to better understand how to target those people,” Mr. Bosworth said.
For example, if a non-Facebook user visits a cooking-related website, Facebook might determine that person is interested in cooking and may target them elsewhere across the Web with ads for cooking-related products. One way it will do so is by placing small pieces of code on users’ devices called cookies, which can be used to identify them as they move around the Internet.
This type of tracking and ad targeting is now commonplace online and is already being employed by a wide range of online advertising networks and ad companies to help marketers place ads across the Internet.
[..]
Facebook gets an unspecified cut of the revenue from ads it sells through its Audience Network. Typically, the company takes a roughly 30% share and gives the rest to publishers, according to people familiar with the matter.
Source: Facebook Wants to Help Sell Every Ad on the Web
The change is a subtle one, but it could mean Facebook will soon help to sell and place a much larger portion of the video and display ads that appear across the Internet. The change will also intensify competition with Alphabet Inc. subsidiary Google, which dominates the global digital-advertising market, and a wide range of other online ad specialists.
“Publishers and app developers have some users who aren’t Facebook users. We think we can do a better job powering those ads,” said Andrew Bosworth, vice president of Facebook’s ads and business platform.
[..]
“Our buttons and plugins send over basic information about users’ browsing sessions. For non-Facebook members, previously we didn’t use it. Now we’ll use it to better understand how to target those people,” Mr. Bosworth said.
For example, if a non-Facebook user visits a cooking-related website, Facebook might determine that person is interested in cooking and may target them elsewhere across the Web with ads for cooking-related products. One way it will do so is by placing small pieces of code on users’ devices called cookies, which can be used to identify them as they move around the Internet.
This type of tracking and ad targeting is now commonplace online and is already being employed by a wide range of online advertising networks and ad companies to help marketers place ads across the Internet.
[..]
Facebook gets an unspecified cut of the revenue from ads it sells through its Audience Network. Typically, the company takes a roughly 30% share and gives the rest to publishers, according to people familiar with the matter.
Source: Facebook Wants to Help Sell Every Ad on the Web
Interesting enough they state they collect a good chunk of data from the buttons and plugins sites utilize to connect with Facebook. Originally they never collected the non-user data - but that now changes.
Another source: Facebook starts selling offsite ads targeting non-users too