Facebook Sued Under Federal Wiretapping Law For Mining Private Messages

facebook-legal-law-books-featured Facebook faces a potential class action lawsuit ("Matthew Campbell v. Facebook Inc.") for allegedly violating the US Electronic Communications Privacy Act and California privacy and unfair competition laws. At issue is the company's alleged practice of scanning private Facebook messages (first discovered in 2012) for URLs and then using that information as part of its ad targeting data. Reportedly it treats the presence of the URL in a private message as a Like of that publisher or content. The complaint essentially argues: Facebook's statements to users creates expectations of pri [...]


Creating Fatigue-Proof Retargeting Ads

ads Web surfers aren't going to engage with the same dreary creative displayed over and over again. This makes it key to vary your message, pursue a theme, or even tell a story with multiple creative units, especially if impression frequency per user is more than a couple times a day. As there are many elements to consider, it will likely take a few attempts and/or iterations before finding winning ads. In this article, I'll provide several pointers on how to create fatigue-proof ad creative. 1. Use Relevant Keywords And/Or Relevant Themes This point seems obvious but is often overlooked. Con [...]


Facebook Now Number 2 In US Digital Ad Sales, Thanks To Mobile [eMarketer]

facebook In Facebook's third quarter earnings report this year, the company shared that mobile delivered 49 percent of all ad revenues for the quarter -- up from 41 percent in Q2. eMarketer today released its latest report on US digital ad revenue share by company. Due in large part to mobile revenues, Facebook has overtaken Microsoft and Yahoo to claim the number to spot, with 7.4 percent share of net US digital ad dollars in 2013. Emarketer's earlier forecast showed Facebook continuing to lag slightly behind Yahoo through this year, however Facebook's mobile ad business has helped it surge ahea [...]


Studies Show Instagram Ads Boost Recall, Awareness

Instagram Ads In early November Instagram introduced its first brand ads. Inaugural advertisers included Adidas, Ben & Jerry’s, Burberry, Levi’s, Lexus and Michael Kors, among a few others. Now the Facebook-owned company is out with preliminary results and case studies for some of these initial campaigns with a spotlight on Levi's and Ben & Jerry's. In presenting the two campaigns, Instragram reports on standard brand metrics rather than "performance" metrics (e.g., CTRs) or social metrics (e.g., Likes). The effectiveness measures were reach, recall and awareness. In its blog post Inst [...]


4 Top Facebook Advertising Trends And The Stats Behind Them

facebook As Facebook's user base keeps growing, the company has continued to pushed its advertising capabilities with new targeting options, creative formats, and mobile opportunities. Marin Software has put some numbers behind what is driving the top advertising trends on Facebook. The reasons more advertisers are using News Feed ads, mobile targeting, automated ad rotation and Custom Audiences are because each has proven their worth across a number of metrics from click-through rates to conversion rates, according to Marin's index of more than 100 Facebook advertisers. News Feed Ads Have Transf [...]


Bring On The News Feed Commercials: Promoted Video Ads Officially Land In The Facebook Feed

facebook-video-featured Next time you check your News Feed you may notice some additional movement thanks to a new ad format. As speculated, Facebook has officially announced the ad test that allows advertisers to purchase clips that will auto-play (without sound) directly in your feed. If you like what you see, you'll have the option to click and view high quality videos with sound. According to Facebook, new changes to the Feed have been fruitful for Video, with overall likes, shares and comments up over 10%, so offering this medium to advertisers only makes sense. // Post by Facebook for Business. [...]


WSJ: Facebook Launching Video Ads This Week

facebook-video-300px NOTE: The WSJ report was mostly correct. Facebook did announce more video ads today, but it's only a test and involves one advertiser. For more, see our more recent coverage: Bring On The News Feed Commercials: Promoted Video Ads Officially Land In The Facebook Feed. Facebook appears set to end 2013 with one of the biggest changes to its News Feed yet: video ads. The Wall Street Journal reported early Tuesday morning that Facebook will begin showing video ads in the News Feed -- on both desktop and mobile devices -- on Thursday. If it happens, it'll be about a year since video ad rumors [...]


Cyber Monday On FBX: YoY Conversion Rates Up 34 Percent, CTR Nearly Doubles

facebook-exchange-featured Cyber Monday's performance on Facebook Exchange (FBX) sure looked a lot different from a year ago when Facebook's retargeting platform ushered in its first holiday season. FBX partner Triggit released year-over-year data showing performance increases across the board for its advertiser set. In 2012, most advertisers were still testing the FBX retargeting platform with relatively small budgets. This year, Triggit saw advertisers increase spend on FBX by 51 percent on Cyber Monday compared with the same day last year. Conversion rates rose 34 percent year-over-year on Cyber Monday. Click-t [...]


Facebook: We Have 25 Million Active Small Business Pages

facebook-pages-featured Facebook is announcing today at the Dreamforce conference in San Francisco that it now has 25 million active small business (SMB) Pages. This number comes on the heels of a third-quarter earnings call announcement of 20 million SMBs on the site. Facebook's Director of Small Business Dan Levy told me earlier this week that the change in the number of small business Pages was not a function of adding five million more SMBs in the last couple of weeks. Rather, he said that it was a function of changing the definition of SMB Pages to include a broader array of business types. The 20 million [...]


Facebook Expands Partner Categories Including More Targets For Retail And Automotive

Facebook Logo Facebook announced it is expanding the list of partner categories that advertisers can target from 500 to more than 1,000. The audience segments are pulled from Facebook's third-party data partners Datalogix, Axciom and Epsilon. The Ahead of the holiday season, Facebook is emphasizing the additional partner categories that are relevant to retail and automotive brands, in particular. The new categories include "active buyers" targets such as Shopping > Women's Apparel – Accessories: Active buyers of women's accessories. A deeper level of automotive audience targets are also availab [...]


Facebook Testing “Hover Metrics” And Other New Behavioral Data Collection

Facebook-Home-Logo Earlier this week, the head of Facebook analytics, Ken Rudin, said that the company may begin capturing even more data about how users behave on the social site. The data collected could include minute interactions or more specialized information than has previously been tracked. According to a report in the Wall Street Journal, Rudin told a conference in New York that the company would potentially be collecting data on, for example, cursor movements and hovering: The social network may start collecting data on minute user interactions with its content, such as how long a user’s cursor h [...]


Facebook: 20 Million Small Businesses Have Pages, Small Fraction Are Advertisers

facebook-pages-open-featured Facebook has reached another milestone: 20 million small businesses are using Facebook Pages. But only a small fraction of those are spending money on any of Facebook's ad products. That's the word from Facebook COO Sheryl Sandberg, who shared the data during today's Q3 earnings call. The company's report focused, as it is usually does, on mobile and user growth, but small business growth is no less important and -- from a business perspective -- perhaps more important. Sandberg also revealed that Facebook had about one million advertisers during Q3. "It's really hard to get small bus [...]


Facebook Q3 2013: $2.02 Billion, Mobile Generating Half Of Ad Revenue

facebook This afternoon Facebook announced Q3 2013 earnings. Revenue was nearly $2.02  billion, up 60 percent year over year (YoY). Both revenues and earnings beat financial analysts' consensus estimates. Growth was strong virtually across the board. Facebook's stock is up in after-hours trading. Facebook advertising revenue was $1.80 billion for the quarter. That was a 66 percent increase over Q3 2012. Significantly, mobile delivered nearly half (49 percent) of Facebook's ad revenue in Q3. That's up from 41 percent last quarter. Facebook said that in September it had 728 million daily active [...]


Forrester Research Disses Facebook To Generate Coverage, Controversy

facebook By now you've read or seen coverage of Forrester Research's "open letter to Mark Zuckerberg." A raw PR stunt, the letter is partly intended to generate controversy and exposure for the firm. And in that sense, it appears to have succeeded. The Forrester analyst who wrote the letter, which carries a dismissive and arrogant tone, uses survey data to argue that Facebook is failing marketers: First, your company focuses too little on the thing marketers want most: driving genuine engagement between companies and their customers. Your sales materials tease marketers with the promise that you’ [...]


Quantifying The Reach-Efficiency Tradeoff In Facebook Advertising

Any marketer that has tried running paid advertising campaigns on Facebook knows it is one of the most complex auction-based ad marketplaces that exist today. Constantly moving targets, rapid ad fatigue, and lack of transparency around the effects of bids and budgets on performance make it difficult to optimize these campaigns. However, sophisticated optimization strategies are impossible without understanding the mechanics of how ads are served on Facebook. To this extent, we examined performance of over 500 Facebook ads over a 3-month period in order to shed some light on how the Facebook [...]


Facebook Opening Access To Custom Audiences For All Advertisers By End Of November

Facebook for Business Facebook announced today it will open access to its Custom Audiences ad targeting tool to all advertisers by late November. The feature will begin rolling out today for a limited number of US advertisers, with a global roll-out starting next week. Before today, Facebook's Custom Audiences was only available through its API and Power Editor tool. Soon, all Facebook advertisers will be able to leverage Custom Audiences to find existing customers and reach new prospects: Small businesses in particular will now be able to use their current customer lists to reach people on Facebook. And, for t [...]


Facebook’s First Video Ads Are Coming To Mobile

facebook-mobile-video-ads If you use Facebook on your favorite Android or iOS device -- and by Facebook's count, about 70 percent of us do -- you'll soon start seeing video ads in your News Feed. The company announced today that app developers can use videos in ads that are aimed at driving new app installs. Despite previous reports, it doesn't appear that the video ads will be set to auto-play. Here's how Facebook's Radu Margarint describes the new ads, and note the explicit mention of users clicking the ads to see the video: Potential customers will be able to click play to watch a video featuring your mobile app [...]


When Pigs Fly: Why Facebook And Google Are Becoming Ad Partners

google-facebook-pigs-fly-featured You may have raised your eyebrows at last week's announcement from Google that it is partnering with Facebook to offer its clients access to Facebook Exchange (FBX) inventory through DoubleClick Bid Manager. Two competing online ad giants entering into a partnership? Why would Facebook finally want to open up to Google, and why would Google want to sell Facebook inventory? After all, Google took over the top spot in digital display revenue from Facebook last year, according to eMarketer. That same study estimates Google's display ad revenue share will continue to grow at a solid clip from 1 [...]


Google’s DoubleClick To Offer FBX Ad Inventory In Coming Months

DoubleClick Campaign Manager DoubleClick, Google's online advertising solutions company, announced today it will be extending its advertising services to include ads on FBX, Facebook's real-time bidding exchange. According to the announcement, DoubleClick clients will be able to buy ad inventory on FBX via the DoubleClick Bid Manager, "in a few months." DoubleClick claims access to dozens of private and public exchanges in more than 75 countries, and says it continues to experience double-digit quarter-over-quarter growth in spend, with Q3 2013 representing its biggest quarter ever. [...]


Facebook Buys Israeli Mobile Analytics Company Onavo

Onavo Facebook has acquired Israeli startup Onavo. TechCrunch first reported the news, which was confirmed by a company blog post. The acquisition price wasn't announced but speculation puts it between $150 and $200 million. There are essentially two aspects to Onavo: consumer-facing apps that help users manage data and save money and an app-analytics business. The company's consumer-facing apps have been around since 2011. They compress data to make plans go further; they also provide visibility on data usage to mobile subscribers: By compressing your data, Onavo Extend can increase the power o [...]


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