Since September, Facebook Inc (NASDAQ:FB) has
started offering its advertisers a powerful new method to monitor its users
they surf the Web. It is known as phone number retargeting. Facebook decided to
make this move after making a big attempt to collect the mobile phone numbers
of its users to stop security intrusions.
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As per AdExchanger, Facebook has combined phone
with a new conversion pixel, which is practically a kind of tracking device,
within adverts displayed on Facebook.
The combo of conversion pixels and phone
retargeting lets advertisers to reach out to ads directly and then calculate
exactly how users respond to the ads – ignoring, clicking or purchasing
something from the site of the advertiser.
A few advertisers have been following this method
on other websites for a number of years.
However, most users on Facebook are not aware of
what is happening inside Facebook. In fact, users believe that the fundamental
reason because of which Facebook prompts them for their mobile phone numbers is
to stop account hacking. Another reason is to let users upload pictures and
update their statuses from their phones directly.
Earlier this year, Facebook had started asking
all its users for their phone numbers citing ‘security’ concerns.
Apparently, Facebook has made such phone numbers
available to advertisers as a part of its new Custom Audience targeting
product. The product mentions that audiences can be categorized by their email
addresses, phone numbers of Facebook UIDs.
Here is how the thing works.
For example, a user is a member at a local gym.
He perhaps gave the gym his contact number. However, the user‘s membership has
lapsed and the gym wants him to join back. The gym officials can cross check
its list of its user’s phone numbers with phone numbers on Facebook. Then the
gym can serve an advert of any user with a matching number. Bingo! That is how
the user will suddenly see ads related to rejoining his local gym.
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