Facebook Tests New ‘View Tags’ Feature for Tracking Ads

The social network is at it again. No sooner did concerns over privacy of users die down that the company tested out a new feature called ‘View Tags’ that can let advertisers drop cookies on users to track if they purchase something after seeing the Facebook ads. With this move, Facebook could potentially claim direct responsibility for improving sales generated through posting of ads on its network.

View Tags was initially rolled out as a private move but now the company is letting more advertisers use this feature on its site. It works in a slightly different manner than the previously uncovered tracking tool which allowed advertisers’ sites to detect the Facebook user ID of a converted lead, which could then be cross-checked by Facebook against the list of users who saw ads to establish attribution.

With ‘View Tags’, advertisers can generate cookies and drop them on the users’ end. These cookies monitor the users’ behavior on the site and gauge how a user reacts to a Facebook ad, and can remain in the users’ system until the users manually clear the cookies or until they expire months later. These cookies will let the advertisers know what ads were displayed in the users’ accounts, and which ones were clicked on by the users.

Using the ‘View Tags’ feature, Social Code measured the effectiveness of a campaign it ran for a consumer packaged goods company for customers to redeem an offer. It found that among the total 5,924 people who redeemed that offer, 5,127 had only viewed the ad, as opposed to 797 users who had clicked directly to the offer. This means that even viewing an ad can result in conversions, even if users do not act on it immediately.

The ‘View Tags’ feature had been in the pipeline for a while, with Facebook working to resolve all privacy-related issues of this feature. With this new feature, we can probably expect Facebook to start taking credit for generating sales through its ads and maybe generate revenues through it.… Read the rest

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Facebook Launches Mobile Ad Beta Service

Facebook has been losing out on its revenue due to the lack of advertisement services in its mobile and tab apps. And therefore, with a plan to get back into the business with a bang, the social networking site launched a beta version of their new mobile ad service. With this beta version, Facebook will serve targeted ads to users even when they visit other sites and app stores.

Based on users’ likes, age and other information, Facebook will show users ads relevant to them, even when they are outside the social network.

With this mobile ad network, Facebook hopes to earn revenue on traffic, without hurting its users’ experience.

It will also give app developers and brands a powerful way to reach specific audiences that they’ll be willing to pay more than if they advertised with a less accurate ad exchange directly.

However, Facebook has not yet revealed the names of advertisers, ad exchanges, ad networks, or publishers involved.

On opening their Facebook page on mobile devices, users might see small banner ads, which will be targeted based on their biographical and social data within non-Facebook mobile iOS and Android apps along with other mobile websites where users have confirmed themselves with Facebook. Advertisers, on the other side, will set a bid with Facebook to target users as per their demographic.

Meanwhile, Facebook will sync its user IDs with other mobile ad exchanges. So whenever a Facebook user visits one of the apps or sites where these exchanges have placements, the exchange immediately sends Facebook that user’s ID and asks if there’s a bid set to target them. And in case there’s a bid, Facebook will pay the ad exchange some portion of the bid to show the ad to users.

These ads can eventually lead users to the App Store pages from where they can download the content. Currently, the social networking site is testing the app to see how users perform. The service might start later today. In case it hits off with users, Facebook could get a way of making lot of money that it recently lost in plummeted share prices.… Read the rest

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