recommended reading

What Facebook is learning from your offline purchasing data

Timur Emek/AP

In its first foray with Datalogix, that company that uses rewards card data to make advertising more effective, the social network has found that fewer than 1 percent of in-store sales could be tied to brand advertising campaigns on Facebook, reports Reuters's Alexei Oreskovic. Basically, just because someone clicked on an ad, that doesn't mean that they went into the retailer and bought that thing. Meaning what exactly for you? At least right now: Instead of focusing on getting more people to click, the social network will focus on an ad's frequency. Oreskovic explains: "Instead of one Facebook user seeing an ad 100 times and another user seeing the ad only twice, for example, Facebook says it will soon offer advertisers' insight on the ideal number of ad impressions for a particular campaign," he writes. But, how will it do that? Your data. And that sounds like the new norm for the social network, which will will continue to personalize its branding experience, with what it has called in a separate post a more "relevant ads that protect your privacy.

But how much does it protect privacy, really? When we looked at this Datalogix set-up last week, we mentioned that Facebook would now have access to offline user buying habits, which it didn't have before. And that it would use those drug store purchases to figure out who to target when. In that latest post post Facebook explains its attempts not to overstep its bounds:

Because of our commitment to privacy, we had an industry-leading auditing firm evaluate the privacy implications of this process. The auditor confirmed that, throughout this process, Datalogix is not allowed to learn more about you from Facebook profile information. Similarly, Datalogix does not send us any of their purchase data, meaning we cannot specifically tell whether or not you purchased a marketer’s product. Finally, with this partnership, Datalogix only sends the marketer aggregate information about large groups of people. None of this data is attributable to an individual Facebook user.

Read more at The Atlantic Wire.

Threatwatch Alert

Thousands of cyber attacks occur each day

See the latest threats

JOIN THE DISCUSSION

Close [ x ] More from Nextgov
 
 

Thank you for subscribing to newsletters from Nextgov.com.
We think these reports might interest you:

  • Featured Content from RSA Conference: Dissed by NIST

    Learn more about the latest draft of the U.S. National Institute of Standards and Technology guidance document on authentication and lifecycle management.

    Download
  • PIV- I And Multifactor Authentication: The Best Defense for Federal Government Contractors

    This white paper explores NIST SP 800-171 and why compliance is critical to federal government contractors, especially those that work with the Department of Defense, as well as how leveraging PIV-I credentialing with multifactor authentication can be used as a defense against cyberattacks

    Download
  • Toward A More Innovative Government

    This research study aims to understand how state and local leaders regard their agency’s innovation efforts and what they are doing to overcome the challenges they face in successfully implementing these efforts.

    Download
  • From Volume to Value: UK’s NHS Digital Provides U.S. Healthcare Agencies A Roadmap For Value-Based Payment Models

    The U.S. healthcare industry is rapidly moving away from traditional fee-for-service models and towards value-based purchasing that reimburses physicians for quality of care in place of frequency of care.

    Download
  • GBC Flash Poll: Is Your Agency Safe?

    Federal leaders weigh in on the state of information security

    Download
  • Data-Centric Security vs. Database-Level Security

    Database-level encryption had its origins in the 1990s and early 2000s in response to very basic risks which largely revolved around the theft of servers, backup tapes and other physical-layer assets. As noted in Verizon’s 2014, Data Breach Investigations Report (DBIR)1, threats today are far more advanced and dangerous.

    Download

When you download a report, your information may be shared with the underwriters of that document.