Facebook has managed to build a colossal business with their advertising network. The social network has helped bring in over $5 billion in revenue to the industry, and that is in its most recent quarter alone. Facebook is about to take a step towards becoming the internet’s advertising exchange, after announce news of showing ads to non-users across the web. In the past, if users were not on Facebook or not logged in, than Facebook push advertising would not be visible to you. This includes ads on third party websites or mobile apps, which are powered by the Facebook Audience Network.
With over 1.6 billion active users, all of which share a myriad of personal information through the site, Facebook has built a pretty solid advertising business, that enables companies to drill down to minute details when targeting the audience they want to reach. This changed the game for generating interest in websites, services, app downloads, or really anything online. Currently Facebook’s Audience Network has allowed it to extend the reach outside of Facebook, so that advertisers can find Facebook users while they are logged in but not using the site. However today’s subtle move could give advertisers the power to reach even more users.
“Because we have a core audience of over a billion people [on Facebook] who we do understand, we have a greater opportunity than other companies using the same type of mechanism,” said VP of Facebook’s Audience Network Andrew Bosworth. “Advertising may be here to stay, but bad advertising… doesn’t have to. That’s why we’re working to provide a better online advertising experience for everyone: people, publishers, and advertisers.”
Bosworth believes that, beyond offering additional and specified outreach to the advertisers, Facebook’s knowledge of internet users can benefit users by dropping all non beneficial advertising. “While more than a hundred companies already serve interest-based advertising on websites and apps today, we offer a better experience because we care about the integrity of Facebook ads,” he said in a note.
This move could be a complete game changer for the company, and raises tantalizing possibilities for the future. While its up for debate as to whether or not Facebook is going to remove its core ads altogether, a thriving internet business could enforce a more precise filter and avoid reaching uninterested users. One thing is for sure with the new program: if users have avoided getting a Facebook account or quite the social network all together, there is no longer a place to hide— Facebook now has the capability to find you on the internet.