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Direct Response Marketing

Facebook's New Policy for App Ads

5 Aug, 2009 Response This Week


NEW YORK – Facebook released new guidelines for ads placed on its applications. Details were highlighted in company developer Nick Gianos’ blog post titled “Good Ads Make for a Good Ecosystem.”

The guidelines took effect Monday and prohibit anything that sends “user data received from Facebook to ad networks and any ads that display user data in applications, unless specifically approved by Facebook.”

Gianos wrote, “In two recent cases, we prohibited entire advertising networks from providing services to applications, because the networks weren’t compliant with our policies and failed to correct their practices.”

Facebook maintains that it aims to protect users and such as, “developers have never been allowed to send user data received from Facebook to ad networks,” wrote Gianos.

Though the new guidelines limit potential for behavioral targeting, the company’s open environment gives developers the opportunity to potentially earn more than Facebook does, without being forced to share their profit with Facebook, according to AdAge.com.

And, because publishers are able to scan Facebook profiles for personally identifiable information, they can apply more relevant advertising. Such is a drastic progression from traditional behavioral targeting practices, which used anonymous data from consumers’ actions.


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