As gigaom reports, Facebook’s external ad network is coming. Read all about it here.
I’ve been saying this was inevitable since (before) 2010, as the stars have been aligning for this to happen for quite some time.
From my 2010 post:
It seems to be an inevitability that all of this intelligence will one day soon be applied to power a socially-targeted ad network as big (or bigger than) Google’s AdSense. It would be a network that would theoretically deliver even better results for advertisers, resulting in higher CPMs/CPCs/CP-whatevers that can deliver higher payouts to publishers, making a choice between the two platforms a not-too difficult one for those publishers.
For everyone that bought into Facebook stock, this is a very big reason to believe.
Facebook Users’ Data Can Now Be Used To Serve Ads Outside Facebook.
This is a really big deal.
Facebook’s terms and policies were updated on Friday to allow them to use users’ data to serve them ads while they are on websites outside of Facebook.
If you’re a conspiracy theorist like me that believes that it is only a matter of time before Facebook unleashes an ad network (like I’ve speculated many times before, such as just last week in Ad Age) then you just got more fuel for your fire.
And to clarify, as my friend (and former Googler) Ari Paparo states:
In today’s WSJ, there’s a story about Apple’s compromises in the mobile ad space, as they face legitimate competition from other players/networks.
This is true. But for a conspiracy theorist like me, I see one advantage that can be played against any of their competitors, should they choose to unlock it.
In iOS5, Twitter integration becomes part of the core iOS experience. If you have a Twitter account, it can be associated with your device. Which means, in theory, it can be associated with your Apple ID. Your Apple ID is the unique identifier (along with your device ID) that Apple can use to track downloads and app behavior. What if you married app usage data with the content you post and/or consume in your Twitter stream? What if you also married that to what you do on sites that you log into with your Twitter ID?
Add mobile payment data and you may have the most targeted advertising ever.
Mobile advertising is still in its infancy. Everything we use to target now is a proxy for what we should be using. But if you want to know where it’s going, you can start by extrapolating like I just did.
Curious as to what I said on my panel on the future of self-service and automation in online media?
Consider your curiosity a think of the past. This is actually an interesting topic, that could make for an interesting debate — not just a panel.
Here's the panel, in it's entirety. Agree with my points? Disagree? Let me know in the comments…
News travels fast. Even to courthouses with free public wi-fi (yay)!
According to TechCrunch (grain of salt added), AOL will be buying Tacoda, one of the leading behavioral targeting networks.
This is a great move for AOL, who already owns Advertising.com. Adding Tacoda to its portfolio makes AOL a powerhouse in targeting consumers based upon their browsing/content consumption habits.