Can Facebook become the new and unbeatable great online advertising giant? Everything will be if they let him, because editors and site managers are taking measures to harm the latest movement of the social network in the advertising market. They won’t let you know more than you already know about your consumers. It all started, actually, a few months ago, although the last step – and the step that could do a lot of damage to Facebook and its advertising gamble – has arrived right now. In early summer, Facebook announced a change – and a major one – in how it was going to sell advertising. Until now, the company kept track of browsing outside the social network of its consumers, but advertisers could only access that information in a limited way. If a netizen visited a page and then visited Facebook, advertisers could assault them using retargeting practices. This is what it did, for example, that once they visited an online fashion store, such as Asos, the ads assaulted the consumer as soon as they entered Facebook.

But now Facebook has launched to allow the segmentation by consumer patterns on the internet, as do other greats in the world of advertisements. Advertisers can choose not only by what consumers say they like on the social network, but by their real interests that their browsing history shows beyond Facebook. The mix – what is done on the social network and what is done outside – and the high number of Facebook users makes the company’s new advertising proposal a very interesting point  Peru WhatsApp Number List  for advertisers? and a problem for other players in the world of the network. And so the other competitors have started to take action. As industry sources explain to The Wall Street Journal, some pages (both e-commerce and content) have begun to limit the information they allow Facebook to extract from their users. The volume of data Facebook can track is far less than it could track before it announced its change in its ad sales model.

The relationship between one and the other is complex. On the one hand, both publishers and sellers want their consumers to talk about them and their products on Facebook, since no one doubts the prescriptive power of social networks and the effect they have on the consumption patterns of their users. Marketers have also started to use social information combined with the results of their own data mining to draw conclusions about their consumers. But both fear the effect that Facebook’s new ad sales policy could have on their own bottom line.

On the one hand, online publishers doubt that they can survive in a world in which a giant of such dimensions appears as the recipient of advertising investments. It is not that Facebook is no longer a giant of advertising investment (according to the Journal estimates, this year it will close with revenues of 12.2 billion dollars, just over 9.4 billion euros, in advertising) but that with this movement it will become a force, so to speak, total. It will be more difficult to compete with someone who really knows everything about Internet users, from their real name to their secret tastes.

On the other hand, marketers wonder what will happen to the data that Facebook will be able to extract from its own consumers. Won’t you end up leaving too much information about what your own users do on your site in the hands of your competition? The debate is therefore on the table and the decisions of one and the other could have more than interesting consequences on the future of the internet. Facebook is determined to become the main place to go for information (and in fact the latest changes in its algorithm give priority to current information) and at the epicenter, in the end, of everything that matters to consumers on the internet. But the other players are not willing to make it so easy for him.

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