Facebook’s Project Beacon Beckons Online Marketers

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The Battle for an Open Social: Why Google Wins

image Consider this: you buy your favorite fiction novel on Amazon.com and some-time later when you check your Facebook account to see latest activities happening in your profile, you find out that the purchase made by you on Amazon.com appears as a news feed.

How would you feel? Cheated? Perhaps, you’d think it is O.K. to be social, but why would Facebook be sharing my personal information? Later on, you’d realize that at the point of sale on the Amazon.com (or any third party site in-fact), there was a “toast” popup which took your approval for the sale information being included in their Facebook News Feed.

Whatever be the case, much of speculation around Facebook’s advertising network does seem to include such an idealogy. The project is apparently called “Beacon” (meaning a fire [usually on a hill or tower] that can be seen from a distance, guess in this case it is about seeing an individual’s information from distance sites :) ), and an announcement is set to happen on Tuesday.

The crux of this project is to get more data in about what users when they aren’t actually using Facebook, allowsing targeted/focused advertising. For this international project Facebook has collaborated with third parties to gain gain access to that very specific and very special user data.

What would Facebook do with this data? The strategy is simple, it would use the information for purchases made out of Facebook for internal advertising (i.e. within Facebook). For users, it could simply be an opportunity to flaunt their purchases on Facebook profile.

Essentially it all depends on whether a user would be actually interested to share such kind of details with their friends or not. If they’re Beacon would mean definite business for opportunity seekers in Facebook.


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