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BizReport : Advertising archives : February 05, 2013

AdChoices logo comes to Facebook

In response to pressure from the ad industry, Facebook will soon introduce the Digital Advertising Alliance's "AdChoices" logo to ads served through Facebook Exchange.

by Helen Leggatt

Because the social network's real-time bidding platform can serve ads based on third-party cookies instead of Facebook's own data, some within the ad industry have asked that those ads be accompanied by the "AdChoices" logo.

adchoices.jpgThe logo identifies an ad as being served as a result of data collected not on Facebook, but from a user's Internet browsing activity.

"We have always given our users the ability to provide feedback on and control the ads they see on Facebook, by hiding, reporting, or clicking through to learn more about why particular ads are being served," Brian Boland, Facebook's director of product marketing, told AdAge. "Giving advertisers the ability to implement the AdChoices icon provides another option; another mechanism of control."

However, the AdChoices logo isn't easily found within an ad, unlike their obvious placement in banner ads, so let's hope there's some user education surrounding this move. In fact, unless a user positions their mouse over the ad, then again hovers over a grey x that will appear in the corner of the ad, they won't see the logo.

Don't worry if you have yet to spot an AdChoices logo on Facebook. It won't begin appearing on Facebook Exchange ads until the end of the first quarter.

Tags: advertising, consumer tracking, Facebook, regulation, social ads, social network

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