updated 04:37 pm EDT, Thu August 16, 2012
New ads would be pushed regardless of social connection
Facebook is set to begin testing a new wave of news feed ads, which will pop into users' feeds even if neither they nor someone they know has interacted with a brand. As Advertising Age details, the new ads, if implemented, would represent a departure from the norm for the social network, which has typically required that a user be connected at least tangentially to a brand before serving that brand's ads. For now, the site is only preparing to test the ads, but users could soon see even more brands popping into their Facebook experience as the world's largest social network continues to try to monetize its user base.
Currently, brands can only push news feed ads to those users who have liked or interacted with their pages or posts or to users whose friends have liked or interacted with a brand. Facebook says that this sort of ad pulls in about $1 million per day, about half of which comes from mobile, an area in which the social giant is known to have struggled previously.
The system now in testing, though, would let marketers push news feed ads to users, irrespective of whether they or a friend had any connection to the brand. The move may prove attractive to advertisers, who are said to greatly prefer placing ads in the news feed over in the regular ad sidebar. The impact on user enjoyment of the Facebook experience,though, has yet to be determined.